By now, you’ve probably seen the viral fast fashion mock-ad by Saturday Night Live. It is supposed to be a funny parody of ultra fast fashion giants like Temu and Shein, but it is hard to laugh because it is too real and leaves you worried. Or does it?
We all know that the poor labor conditions, toxic materials, and sheer volume of fast fashion is a problem. One of the biggest problems to add to that list, which the SNL ad highlights, is the apathy most people have towards all this. The voiceover of the ad tells the models “don’t worry about it” and that is exactly what many consumers are doing too.
How has fashion become so important that so many people are willing to still buy fast fashion despite knowing the consequences? Or, are the inner workings of the industry so opaque that the average person doesn’t even know what it takes to get a piece of clothing to their doorstep?
For fashion brands who are producing with fair labor, quality design and materials, and more sustainable practices, do you find the “don’t worry about it” mindset present with your customers as well?