Inside the Ugliness of Fast Fashion | BCM325 DA Pitch

What is Fast Fashion?

Fast Fashion is clothing that are byproducts from textile factories sold in high quantity at low prices.

It is cheap, trendy and fashionable clothing that samples inspiration from the catwalk or superstar culture and transforms them into pieces of clothing in high street stores dangerously fast to satisfy shopper need. The thought is to get the most current styles available as quick as possible conceivable, so customers can eat them up while they are still at the tallness of their prevalence and afterward, unfortunately, dispose of them after a couple of wears. It plays into the possibility that outfit rehashing is a style tactless act and that on the off chance that you need to remain pertinent, you need to brandish the most recent looks as they occur. It frames a critical piece of the harmful arrangement of overproduction and utilization that has made style one of the world’s biggest polluters. Before we can approach evolving it, we should investigate the set of experiences (Rauturier, 2020).


I intend to create 3 video essays posted on YouTube for my Digital artefact, exploring various topics surrounding my topic of fast fashion, focusing on the brand SHEIN. I am a creative person and enjoy video editing, I thought what is a better platform to use to present my DA better than YT. It gives me the freedom to showcase my research very freely and visually. I also believe that this is a very popular and relevant platform that many users engage with on a regular basis. 

Some of the topics and issues I will be addressing throughout the video essays include:

  • Production in China
  • How does fast fashion affects our economy?
  • SHEIN brand (The future of SHEIN)
  • Environmental factors
  • The future of fast fashion
  • Fast vs ethical fashion (cheap vs expensive)


I have created a schedule to visually plan out how I want to release each part of my DA going forward from my Pitch. With a very visual plan out I can clearly see the breakdown of the next 11 weeks and the time frames for each task.

So, with all that being said, how much do you think you know about fast fashion? 

Have you ever heard of SHEIN? 

If yes, are you a fan of the brand or not? Why? 

If you know any other ethical or non ethical brands that I may not have mentioned yet, feel free to leave a comment below.

Share your thoughts below 



Maberry, S., 2020. The 15 Worst Fast Fashion Brands to Avoid in 2021. [online] ZEITGEIST. Available at: <; [Accessed 18 March 2021].

Stat: The Industry revenue is expected to rise at an annualised 1.1% over the five years through 2019-20, to $1.8 billion 2020. IBISWorld – Industry Market Research, Reports, and Statistics. [online] Available at: <,%2D20%2C%20to%20%241.8%20billion.&gt; [Accessed 19 March 2021].

Rauturier, S., 2020. What Is Fast Fashion?. [online] Good On You. Available at: <>

[Accessed 31 March 2021].

Published by gracemaryb

Bachelor of Communications and Media // 3rd year // Majoring in Social and Digital Media 😊

6 thoughts on “Inside the Ugliness of Fast Fashion | BCM325 DA Pitch

  1. So I’ve definitely heard of SHEIN (those targeted ads know I love online clothes shopping), but I have to say I’ve never been interested in buying from there. The advertisements I’ve seen scream fast fashion and cheap quality, especially since the prices are so low and they seem to have new products all the time. The advent of online shopping and resulting issues from the fast fashion industry is a great way to orient the concepts from future studies and apply it to something you’re personally interested in.

    The elements of future studies is definitely a relevant framework for your video essays. You’ve already specified that you’ll explore the present, near and far future of fast fashion, but it’d be useful to include an analysis and interpretation of the past and history of fashion as well, since the future is so often informed by our history. Projections of the future with and without changes to the fast fashion industry and evaluations of the possible and desired futures are some specific ways you could explore the future of fast fashion that I’d love to see your thoughts on.

    You’ve also introduced a really complex part of the fast fashion conversation around production in China, which could involve some interesting political and cultural considerations. This paper from 2005 ‘China and Italy: Fast Fashion versus Prêt à Porter’ ( discusses the complex relationship between these two huge influences in the fashion production industry and movement towards a new culture of fashion.

    In terms of the sustainability and waste aspect of fast fashion, this book Unmaking Waste in Production and Consumption: Towards the Circular Economy ( discusses the concept of a circular economy through social, economic and technological reform and, like your project, discusses this possible future through an examination of the past, present and speculative future of sustainable production.

    The topic of fast fashion has so many potential rabbit holes of future thinking and the list of topics you’ll be discussing is something I want to do for my project too. It definitely helps to broaden the scope of your project to the different ways future thinking can be applied and I’m excited to watch your speculations and thoughts.


  2. “History cannot be imaged without a concept of the past having a future” – Philosopher Friedrich Nietzsche. This is a quote that first came to mind when I watched your pitch. I love the direction of your Digital Artefact, but going forward I think it would be very useful and interesting to look into how the online fashion industry has come to be. Why is fashion going in this direction? Has it always been fast-fashion? If we answer these questions we could look at predictions for the future. I decided to look into resale clothes and the popularity of vintage. I found that it is expected that resale clothes will overtake place in the closet by at least 1% from fast-fashion items by 2027. The rising popularity of second-hand pieces is a different avenue you could definitely explore. I really like the development of a Digital Artefact and I look forward to seeing where you take it 🙂


  3. I knew fast fashion was a thing but I never knew how much it surrounded us. I have heard of websites such as Shein, Pretty Little Thing and Boohoo before, however it was really interesting hearing that Zara is also a major fast fashion brand.

    I like how you are intending to make a series of video essays in regards to the digital artefact addressing different topics such as how it effects our economy, the impact on the environment and the future of fast fashion. I think it would be effective for your research and your digital artefact if you were to look into the history of fast fashion, how it started and how it has changed over time. Yes the topic is the future, but the past has shaped our today.

    In a search, I have found an analysis of the fast fashion industry which may be useful for your research. In this paper, a really interesting paragraph states “The history of ready-made clothing is closely aligned with Britain’s Industrial
    Revolution. The demand for ready-made garments or rather demand for mass production in Britain actually begins with the “slop shop”. This was the common name for second-hand clothing stores of the time growing in popularity in the late 1600s and 1700s. They acted in a similar way to modern thrift shops. Additionally, these were located largely in urban areas, where there was a high concentration of working class people”. Of course we do not call these shops those specific names, however it gives a really deep understanding into the history and impact on human workers.

    As for a link to the BCM325 lectures, Week 4’s Soundcloud podcast offers insight into “Ethical Foundations of Futures Studies”. It mentions that “Futures Studies asks questions about the ethical foundations of its research: “Why, for example, is a sustainable society better than an unsustainable one?”. This would be a perfect link to the previous paper and your overall digital artefact.


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