Eyes glued to her Phone, Meryem Achouak a 25-year-old student pours her unwavering attention on browsing fast fashion apps. From creating boards to planning outfits, this persisting habit has slowly taken over her daily free time.
When asked for the reasons she prefers shopping from fast fashion brands, Achouak reveals that she feels engulfed by a thrilling sensation every time she is online shopping. “Shopping is a source of excitement for me. I feel a sense of satisfaction when I finally receive my long-awaited package.”
Easily accessible and inexpensive but trendy, fast fashion has largely affected the regular consumer’s behavior, especially in terms of purchasing and disposing of clothing items.
With people willing to purchase “knock-offs” and other low-price products, fashion retail experts created “fast fashion” a “compromising solution” that makes the dream of acquiring high-end items seem not so unattainable.
Dressed head to toe from fast fashion brands, Zineb Azlmat, a 27 year old government employee, describes her style as a direct derivative of her personality – colorful and feminine.
Azlmat uses the word “addict” to describe her strong relationship with fast fashion.
“All of the clothing items I own are from fast fashion brands. I love designer labels but since I can’t afford them, I opt instead for the only alternative that I have; fast fashion. Their clothing is cheap, adapts to current trends and matches my style perfectly, so why not?”
Zineb and Meryem are not alone. Fast fashion is attracting consumers of all age categories and genders.
Although shopping is often associated with females, men can also be avid shoppers who prefer fast fashion brands to major fashion labels. As proves Smail El Harrak, 29 years old.
“Personally speaking, I do most of my shopping from fast fashion stores. Yes, the low prices are alluring but I try not to go overboard. I also buy clothing items online occasionally”
Influencer culture and the promotion of fast fashion
Fast fashion is increasingly growing and heavily reliant on Social media influencer culture, one of the most persuasive forms of advertising. Nowadays, social media celebrities tend to collaborate with big fast fashion companies as “brand ambassadors” and opt for seamless ways to intertwine these brands into their day-to-day lives.
Known for her stylish outfits and elegant poses, Moroccan influencer and actor Ahlam Zaimi said to Hespress English “As an influencer that partners with some fast fashion brands, I’m always working on providing life advice to my community as well as fashion ideas. Along with my team, I plan my posts and often do fittings to give my followers outfit ideas, sometimes combining several brands.”
The content creator adds “There are many negative aspects to fast fashion as an industry. Therefore, my team and I carefully study the offers I receive and only accept if the brand’s products live up to the promise”.
On her part, Moroccan lifestyle influencer and actress Sofia Belkamel revealed that she only works with brands if their values align with hers. Adding that the quality of their products is very important to her and a criteria that plays a big role in her final decision.
“I like working with Moroccan brands and introducing their unique pieces to my followers” said the content creator with an Instagram page bordering on 500k followers.
According to Belkamel, fast fashion can influence the regular consumer’s behavior, especially in terms of overconsumption. She further notes that fast fashion brands encourage overconsumption by offering a variety of clothing items at appealing prices.
Belkamel encourages her community to shop rationally and to “buy clothes only if needed.”
Style has become available to all classes of consumers who like to express themselves through the language of fashion. However, overproduction and overconsumption go hand by hand, and with that comes waste.
When asked about the impacts of fast fashion, Said Chakri, expert in climate change and sustainable development, sets off into listing the dangers of this industry.
“Fast fashion is the fruit of mundialization. It has caused several social and environmental problems. From the growth of water-intensive cotton, to the overexploitation of workers to the enormous amount of waste that emanates from textile factories”.
Furthermore, Chakri stresses that the impact of fast fashion on the environment, especially natural resources, is very visible today, especially in underdeveloped countries where the use of fossil energy is massive.
“With such a high-scale production, it’s a given that people can never consume everything. As a result, these products end up in dumps.”
On the impact of fast fashion in Morocco, the expert confirms that our country is certainly affected by this industry. He notes “No matter where you go, you can find these products. Today, Morocco has become a big consumer of fast fashion, given the strong demand from young people on certain items.”
He further explains that, up to this day, no conventions that directly concern the regulation of the fast fashion industry have been established. However, the UN’s Sustainable development goal 12 for ensuring sustainable use of resources and production patterns is a good example of efforts made in this sense.
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