Fast Fashion: How Mass Production Is Propagating Negative Body Image Issues

Big brands like H&M and Zara produce clothes in mass numbers. One might witness their grandeur showrooms in malls, and we often indulge in buying pocket-friendly latest trending clothes.

By offering cheap prices on tags, fast fashion brands have made their way into every home and mind of every woman. However, it has a negative side that not many people talk about. But, we are here to discuss it.

What Is Fast Fashion?

Before we understand how fast fashion affects our lives, let’s take a look at what it is. Fast fashion is a term used to define the mass production of clothes in a predefined size and pattern.

Brands like UNIQLO, Forever 21 and New Look offer clothes at much lower prices. When they put out sales, women can buy clothes at rates as low as ₹250. By standardising their sizes, they have been successful at cost-cutting.

As a result, it does not take into account the different body types of women. Bodies come in different shapes and sizes. From the curves to broader hips, bigger chests and other different builds, bodies don’t always fit the moulds designed by these companies.

Hence, their ‘standard’ sizes may often lead to women developing body image issues. This then impacts their mental health and confidence too. It starts to make them question their beauty.

Body Image Issues

We all dress in ways that help boost our confidence. Our clothing choices depend on what will make us feel comfortable in our skin.

If a woman buys a top or palazzo from any fast-fashion brand, it could be too skinny or too loose. Predefined sizes may not even fit well, where one portion of the garment might be too tight, while another portion fits fine. One might see bulges and even be uncomfortable in such clothing.

Not fitting into clothes at a store only makes body image issues worse. People then try to do their best to fit into whatever they find at a store, not realising, that it is okay to have a body type that’s different.

Hit At Self-Esteem

When we consume fast fashion, we also start believing in the idea of an ideal female body. The social standards are not helpful either. While some women have been fighting these notions of ‘feminine standards’ for aeons, fast fashion has only made it worse. It has started to impact the self-esteem of women, and they continuously question whether they are beautiful or not.

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Society glorifies the hourglass figure. Fast fashion brands mostly make clothes according to this. They do not cater to women with plus sizes that go beyond XL or XXL. When women do not find themselves fitting in these measurements, they start to feel conscious about their different body types.

A Dig At Confidence

If a woman is feeling self-conscious, it will affect her confidence. The simple thought here is women choose to stay away from certain types of clothing. Brands tell them that if women don't fit into such clothing styles, something must be wrong with them.

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Fast fashion has made women question their bodies instead of clothes. They have started to feel that their figure is not appropriate or good enough. In a conversation with HealthShots, Dr Kamna Chibber, HOD of Mental Health and Behavioural Sciences at Fortis Memorial Research Institute in Gurugram, said that this has started to impact the mental health well-being of women.

The expert has also observed that in some cases negative body image issues have resulted in eating disorders, depression and anxiety.

Every body is beautiful with its curves and imperfections, and no brand should be able to convince people otherwise. Stay tuned to HerZindagi for more such stories!