What Happened to Fashion Seasons?

Growing up, the anticipation of seasonal collections—fall, winter, spring, and summer—was one of the most exciting parts of fashion. Designers spent months creating thoughtful collections, and new pieces felt special and intentional. But today, that magic seems lost. Instead of seasonal releases, fast fashion brands churn out new collections daily, flooding stores and online shops with random items. It’s no longer about creating meaningful collections but rather about throwing stuff at the wall to see what sticks. The result? Clothes feel disposable—here today, irrelevant tomorrow.

Zara, one of the pioneers of fast fashion, can design, produce, and deliver a new garment to stores in as little as two weeks. This rapid turnaround time has set a new standard for the industry, with other brands like H&M and Forever 21 following suit.

This relentless pace isn’t just lame—it has made fashion less meaningful and more wasteful, leaving consumers overwhelmed with choices that lack value. What used to be about style and expression now feels like a race to keep up with fleeting trends. It’s time to slow down, appreciate thoughtful design, and bring back the joy of seasonal releases.

Overwhelming Production and Consumption

The speed of production has led to staggering numbers:

• The fashion industry now produces up to 100 billion garments annually.
• The fast fashion market is set to double since 2021 by the year 2027.
• Consumers purchase 60% more clothing items compared to 15 years ago, but keep them for only half as long.
• In the UK alone, 727.7 kilotonnes of textiles were sent for incineration or landfill in 2021.

Environmental Impact

This shift towards disposable fashion has severe environmental consequences:

• The fashion industry is responsible for about 10% of global carbon emissions, more than all international flights and maritime shipping combined.
• It takes about 700 gallons of water to produce one cotton shirt and 2,000 gallons to produce a pair of jeans.
• Textile dyeing is the second largest polluter of water globally.

The Loss of Craftsmanship and Meaning

The fast fashion model has not only impacted the environment but also the very essence of fashion:

• Designers now produce up to 18 collections per year, compared to the traditional two to four seasonal collections1.
• This rapid pace has led to a decline in garment quality and durability, with many fast fashion items designed to last only 10 washes2.

Where you can find this information:

Good On You – Fast Fashion’s Environmental Impact

Environmental Innovations Initiative – Fast Fashion