Fast fashion is fast indeed. This new, incredibly fast model of production shook up the fashion industry when the then-still-unknown Zara pioneered it in 1989. A few decades ago, designer brands took an average of three months to bring a clothing design concept to the store rack. Now, companies like Shein and ASOS can debut hundreds of new pieces per week.
And it sure is working. Under the fast fashion umbrella resides many of the biggest and most profitable clothing titans of today. Nike, Brandy Melville, Forever 21, and more–these are the brands that dominate the modern high student’s shopping carts, brands whose slick operations and quick grasp of trends ushered in a new era of dizzying speed, “constant novelty,” and, ultimately, the rise of the beloved teen consumer.
Whether it’s in the form of Nike hoodies, LuluLemon leggings, or Urban Outfitters mini skirts, there’s no doubt fast fashion is a ubiquitous presence on campus.
In a survey conducted by Amador Valley Today, 77.5% of Amador students said they’ve bought from fast fashion brands, and 87.5% said some, most, or all of their friends regularly wear and buy such clothing.
With catalogues stuffed full with different products that run the gamut style-wise, fast fashion offers enough clothing to suit anyone’s taste. At Amador, for example, while Sean Smayra (‘23) and his friends prefer lounging in Nike and Adidas sports apparel, Eric Haltid (‘25) likes to “drip” hip-hop style in Lacoste and American Eagle.
However, the constant, daily refreshing of garments in stores promotes a culture of FOMO, or fear of missing out, among teens. Worried about missing the latest trends and enticed by the allure of popularity, Gen Z shoppers tend to purchase more clothes than they really need.
“[You want] to fit in, to look cool. Even though it may not be in the best quality, [fast fashion brands are] considered the ‘popular brands,’ so you want to wear them,” said Eoin Stapleton (‘25).
A brand’s name and reputation is commonly of greater concern than the actual quality or history behind the clothes sold. That’s why many students gravitate towards big-name stores like Brandy Melville and Forever 21 when making a purchase, since a recognizable and prolific brand name acts like a social stamp of approval and wealth.
Part of the driving force behind fast fashion’s boost in popularity is the growing prevalence of social media. On platforms like TikTok and YouTube, teenage fashion and beauty influencers frequently post large haul videos in which they display their abundant clothing purchases.
In one video, 22-year old influencer Kianna Naomi’s bedroom is almost entirely covered under piles of shopping bags and garments.
“Did I need this? No. I just think it’s amazing,” said Naomi, flicking through her purchases.
When teens watch these videos, they assume that they need to own more clothes and subconsciously attribute cycling through the same clothes as “uncool.” Even celebrities take care to appear in different clothes in public, contributing to the social stigma around outfit-repeating.
“If you wear the same clothes every day, people are like, ‘Oh, how many clothes do you have?’ And you don’t want that question to be asked. So obviously you’re going to buy more clothes, try to fit in, maybe even not just fit in [but] be more popular,” said Regina Rajbanshi (‘23).
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