Fast fashion isn’t always a matter of choice for many people; often, it is the only option. Behind this widely criticized industry lies a far more complex social and economic reality, particularly for those living in precarious conditions.
Tight budgets, limited choices
For people living on minimum wage, welfare benefits, or small pensions, clothing must be affordable above all else. Financial constraints leave little room for concerns about where clothes come from or how long they will last. A €5 T-shirt from a fast fashion brand is a manageable expense, unlike ethical or local clothing, which can cost five to ten times more.
Even when sustainable brands offer higher-quality goods, they remain out of reach for many families. Meanwhile, fast fashion giants have optimized their business models to attract low-income shoppers: constant sales, free shipping, and easy returns, all of which are designed to make fast fashion the easiest and most convenient choice.
The social value of appearance
Clothing is not just about covering the body; it is a form of social expression, a way to be seen and respected. For many, especially young people, looking normal or trendy is essential to avoid judgement or exclusion.
In schools, on social media, and in working-class neighborhoods, fashion becomes a kind of social protection. A sweatshirt from Zara or a dress from H&M is not merely a piece of clothing; it is a ticket to belonging. Fast fashion enables people to follow trends and maintain dignity, even with very limited resources. It can become a quiet act of resistance, a way to affirm one’s identity despite economic hardship.
Shaped by social media culture
TikTok, Instagram, and YouTube have reshaped the way young people consume fashion. Every day, influencers post budget-friendly clothing hauls and discount codes. The dominant message is clear: buy fast, change often, stay trendy.
For those already on the margins of society, these influencers and trends provide an illusion of access, a glimpse of success or social recognition. Fast fashion is often the only material gateway into that world.
Few viable alternatives
Eco-friendly options (recycled clothing, thrift shops, second-hand platforms) are growing, but they are not always accessible.
Ethical brands are often too expensive. Thrift stores may carry a social stigma in communities where appearance functions as social armor. Online resale platforms require digital access, bank accounts, and often shipping fees, all of which are barriers for many low-income individuals.
Free clothing donations or charity shops, while helpful, can carry a sense of humiliation. These sustainable options often fail to reach the people who might benefit most, simply because they were not designed with them in mind.
Stop blaming the poor
It is easy to criticize fast fashion consumers and accuse them of fueling an unsustainable system, but that overlooks a larger truth: those with the least power are not the ones driving this system; they are just trying to survive within it.
Real change must come from elsewhere: public policy, corporate accountability, fair production standards, and stronger regulations. Expecting low-income individuals to bear the weight of reform, without offering real alternatives, is both unrealistic and unfair.
Toward an inclusive and sustainable fashion future
Creating real change means moving beyond guilt and punishment. We need inclusive solutions: sustainable fashion that is affordable, second-hand clothing that is socially valued, public awareness efforts that are not patronizing, and styles that speak to all cultures and classes.
The ecological transition must go hand in hand with social justice. Responsible fashion should not be a luxury reserved for the middle and upper classes; it should be a right, accessible to everyone.
Fast fashion is not a matter of preference for many; it is a response to real needs. It offers low prices, social inclusion, and visibility. Instead of blaming those who rely on it, we should work toward building an ethical fashion system that does not leave anyone behind.
