8 March 2026

Fast fashion has long been a part of our lives. However, in recent years, Shein and Temu have taken this system to a whole new level of speed. This speed is dizzying. Previously, there were 2 seasons a year (Spring-Summer / Autumn-Winter). Currently, Zara produces approximately 24 collections a year. This means a new collection approximately every 2 weeks; constantly new products in stores and online.

These platforms have made fashion not just fast, but almost instantaneous. Algorithms follow trends on social media, production processes are activated within a few days, and products are shipped directly to the consumer. Thus, the fashion cycle is reduced from weeks to days.

The extremely low prices encourage consumers to shop more frequently and impulsively. When a t-shirt or dress sells for almost the price of a cup of coffee, the value of clothing decreases just as rapidly. Clothes cease to be items meant to be used for a long time and become short-lived consumer goods.

There's an unseen side to this speed. The constantly increasing production volume means more resource consumption, more textile waste, and greater environmental pressure. At the same time, concepts like design, quality, and longevity can be pushed into the background. The health implications of these products are a separate issue.

Shein and Temu are not just new brands; they represent the new business model of fast fashion. This model reminds us of an important question: How fast can fashion be — and should it really be that fast?