THE FAST FASHION PRODUCTION MODEL FROM THE PERSPECTIVE OF SUSTAINABILITY

Abstract

The fashion industry is one of the economic activities with the greatest cultural, social, and environmental influence. It is a topic of utmost relevance from the perspective of sustainability, which raised the following research problem: Considering the fast fashion production model, one could say that this practice in Brazil is responsible for encouraging the excessive consumption of products and services related to the fashion industry, directly affecting the right to sustainability? The general objective of the study is to review how the fast fashion production model in Brazil encourages the excessive consumption of products and services related to the fashion industry, directly affecting the right to sustainability. Based on the bibliographic research technique, this study used the deductive and monographic approaches. It was concluded that the fast fashion production model is a construct of the consumer society, and that sustainability in the fashion industry will not be fast or linear, but may take place by changing aspects of the production chain, adopting a new conceptual model.