Driven by speed, cost efficiency, high turnover, and questionable labor practices, fast fashion continues to impact both communities and the planet into 2025 – Sarina Singh takes a look at the relationship between fast-fashion and the student consumer demographic.
The fast-fashion industry is a significant contributor to climate change. According to GreenPeace, “The fashion industry produces 8-10% of global CO2 emissions (4-5 billion tonnes annually).” With the climbing culture of microtrends, this percentage is set to rise.
“I attended a large university in Florida for my undergraduate studies, where I was always trying to stay on trend, so I shopped at places like Zara and H&M” said Amelia Carty-Andriola, a Luxury Brand Strategy & Business Master’s student at Vogue College of Fashion. “It wasn’t until I started exploring my interest in fashion that I realized how unaware I was of the impact of those choices. It’s so normalized, especially in college. People just want to look good for whatever party they’re attending and justify it by saying they’re ‘broke college students.’”
Yet, the notion that tight finances leave students with no choice but to shop fast-fashion is a misconception. Affordable and accessible sustainable alternatives are increasingly available, proving that ethical shopping doesn’t have to break the bank.

Fashion illustration by Sarah Salomonsky, MA Creative Direction for Fashion Media student
Thrifting has emerged as a popular and sustainable alternative to fast fashion, offering an affordable way to reuse and repurpose unwanted clothing. It has gained traction among younger generations as a creative and eco-friendly way to refresh wardrobes.
College students, in particular, often buy inexpensive clothing for a single event or to stay on top of fleeting trends, only to discard those items shortly after. Thrifting offers a more sustainable solution by donating or selling unwanted clothes and discovering new pieces to reduce waste and minimize their carbon footprint.
Additionally, upcycling has become a rising trend on social media, with younger audiences embracing the practice. By transforming old garments into stylish new creations, upcycling allows individuals to refresh their wardrobe without contributing to the environmental toll of fast fashion. A snip here, a splash of dye there, and voilà—a one-of-a-kind piece that delivers the same dopamine rush as hitting “checkout” on your online cart, but with a sustainable twist.
So why don’t more students choose to make more sustainable choices when it comes to clothing?Although there are many alternatives to fast fashion, it is difficult for students to participate in any of them when they fail to recognize how their choices might contribute to the fast fashion crisis.
Sadie McCabe, a Luxury Brand Strategy & Business Master’s student at Vogue College of Fashion, said she has known people who relied entirely on fast fashion, particularly during their college years. She believes the lack of concern stems from the indirect nature of fast fashion’s consequences.
“It’s not that people don’t know what fast fashion is—it’s just convenient for them,” McCabe said. “The consequences don’t feel personal, so they’ll keep choosing the easier option until it does or until anti-fashion marketing resonates enough to make them change.”
Although thrifting has skyrocketed in popularity, especially among Gen Z as influencers sing its praises across social media; let’s be honest—it can be daunting to step into a charity shop. Rows upon rows of clothing beg for hours of your time, and not everyone has the patience to sift through endless racks for hidden treasures. (If you do, color me envious!) Still, instead of turning to fast-fashion hubs like Princess Polly, Edikted, or Shein, I, like many others, find myself drawn to online thrifting. It’s the treasure hunt—minus the stress.

Fashion illustration by Sarah Salomonsky, MA Creative Direction for Fashion Media student
Apps like Depop, GoThrift, and ThredUp are transforming the thrifting experience. These platforms allow users to filter searches by personal style, preferences, or even specific items they’re seeking. According to Depop, up to 180,000 new listings are added daily, with more than 34 million items available for purchase. The best part? It’s a win-win for buyers and sellers alike. Each seller is a person just like you and I, passing along pre-loved pieces to give them a second chance to shine.
Even better, these apps get smarter over time, curating personalized suggestions based on your past fashion choices. The result is a stress-free, enjoyable, and effortless way to shop sustainably—far removed from fast-fashion brands that prioritize fleeting microtrends over quality and often exploit college students’ price sensitivity in their marketing strategies.
Brands like Zara, H&M, and Princess Polly often position themselves as ethical and sustainable alternatives to ultra-fast fashion giants like Shein. They tout slightly better product quality, superior shopping experiences, and sustainability mission statements as key selling points, making their impact appear less harmful than it is. These brands are masters of marketing, rolling out oversized discounts that seem almost too good to pass up. They strategically time these promotions around key college events—think Halloween parties, U.S. sorority formals, and graduation ceremonies—playing into the idea that their deals offer the ultimate trifecta: affordability, style, and so-called “better quality.” It’s a calculated move, designed to make students believe they’re getting the “best bang for their buck”.
The differences between established big-name brands and notorious fast-fashion giants are often negligible, yet the consequences remain the same. Many of these brands still rely on production in developing countries, frequently under questionable labor practices, while charging considerably higher prices than Shein—even during promotions. In fact, it’s not uncommon for retailers to inflate prices ahead of major sales to maintain similar profit margins. Despite this, their global presence, in-store shopping experiences, and accessible customer service continue to make them appealing to younger consumers.
Sustainability mission statements often add to the facade, offering vague and misleading assurances that make shoppers feel they are making an environmentally conscious choice, even when the reality tells a different story. According to an analysis published by Statista “In 2023, the Inditex Group, which operates Zara, generated around 21.6 million kilograms of waste from its headquarters, factories, and logistics centers worldwide.”
Fast fashion excels at convincing college students that its products are convenient and harmless. With increased awareness, however, students can explore alternatives that allow them to look good, save money, and reduce their environmental impact—all without the guilt tied to fast fashion.
Words by Sarina Singh, MA Fashion Journalism & Editorial Direction student
Illustrations by Sarah Salomonsky – MA Creative Direction for Fashion Media student