The Story of Fast Fashion and How Trends Killed Quality
Dive into the tale of trends and the vanishing craft of tailors - how fast fashion molded exploitation, unearthing Victorian origins and shedding light on the disappearance of skilled artisans.
Fashion’s Time Capsule: Victorian Era and the Birth of Fast Fashion
[PART 1 history, how we got here and the disappearance of tailors] (you are here)
PART 2 why historical clothing is BETTER and the lack of quality materials (coming soon)
When one is used to modern attire, it’s easy to forget the intricate journey that led to our clothing choices today. The origins of fast fashion, often perceived as a modern development, trace back to the Victorian era, where seeds were sown for the rapid fashion cycles we experience today. Keep reading and you'll learn about the disheartening tale of worker exploitation that has led to the disappearance of tailors – artisans whose hands arguably wove the very fabrics of our history.
One of the most striking similarities between the 19th century and today is the speeding up of the fashion cycle.
Annual fashion diaries, known as "Pocket Books" in the 18th century, featured engravings known as fashion plates. Transitioning from these annual fashion diaries, the Victorian era witnessed an acceleration in fashion news reporting. Newspapers started detailing attire at significant London events, giving rise to specialized fashion magazines. By the 19th century, consumer expectations shifted to monthly fashion updates. Magazines like the "Englishwoman's Domestic Magazine" introduced fresh fashion plates every month, addressing the growing demand for more frequent updates.
The shift in frequency from annual to monthly updates laid the groundwork for the fast-paced fashion cycles we witness today. The progression from yearly reflections of past trends to monthly showcases of new styles reflects the evolving appetite for novelty and constant change, eventually contributing to the fast fashion culture.
This early form of fashion media established the idea of trend cycles and the anticipation for new styles. This continuous quest for novelty has led to a devaluation of craftsmanship as quick turnover takes precedence over the effort invested in each creation.
In fact, fashion plates in annual diaries originally showcased the previous year’s trends, while today’s social media platforms constantly flood our feeds with the latest styles and trends. This unceasing desire for change has led to the erosion of appreciation for the skill and effort invested in each garment.
Marketing's role in fueling consumer demand is undeniable. Historical records reveal that early fashion magazines used language emphasizing "novelty" and "newness" to drive change. Similar strategies persist in contemporary fashion giants, who employ branding and marketing campaigns to create a sense of urgency and desire for the latest styles.
The disappearing craftsmanship: where have all the tailors gone?
Perhaps most disconcerting is the exploitation of workers and the environmental consequences. They are not new; similar atrocities existed during the Victorian era. The past serves as a crucial lens to understand how the acceleration of the fashion cycle, marketing tactics, and worker exploitation have contributed to the fast fashion we see today.
As we delve deeper, a darker facet of fashion's narrative emerges – the exploitation of workers and the ecological consequences of fast fashion. The parallels between historical and contemporary worker mistreatment are hauntingly similar, a sobering reminder of lessons unlearned.
The disappearance of skilled tailors and seamstresses further underscores the complex story. Their dwindling presence signals a fading artistry, as the hands that once wove magic into fabrics become a rarity. Crafting clothing from scratch is now a rarity, replaced by assembly-line production that defines our modern era.
There are incredibly few tailors and seamstresses remaining in the west. Almost none are making clothing from scratch.
Conclusion
In retracing the footsteps of fashion history, it becomes evident that the acceleration of the fashion cycle, marketing tactics, and the exploitation of workers have roots extending back to the Victorian era. The disturbing continuity of worker mistreatment and the ecological toll highlights the urgent need for a more ethical and sustainable fashion industry. The vanishing presence of skilled artisans serves as a reminder that the intricate craftsmanship of the past is now a rarity. As we navigate the complex threads of fashion history, it’s crucial to reflect on the lessons of the past and work towards a future where creativity, ethics, and sustainability coexist in harmony.
Is the Future Custom-Made?
BONUS: A lot of our modern style originated from the military?
The true origins of modern clothing extend beyond the runway and into the battlefields. We owe many of the things that we wear to the military military: from beanies and cargo pants to T-shirts and trench-coats, even sanitary napkins, they all started out as military gear.
TL;DR: Tailors are extinct due to fast fashion trends
Fast fashion's Victorian origins shaped rapid fashion cycles
Shift from annual to monthly fashion updates accelerated change
Marketing played a pivotal role in driving consumer demand
Worker exploitation parallels historical and modern consequences
Skilled tailors are disappearing, impacting craftsmanship
Urgent need for ethical and sustainable fashion industry
Resources
Here’s where I found out that tailors are disappearing.
And the video that inspired and informed me on the rest:
A comment I personally agree with by “damelanieg” on YouTube from the video above:
“I remember even in the early 80's seeing things in stores and saving my money for MONTHS to get it, and the satisfaction of going into the store when I'd finally managed to save enough babysitting money to get that item. It was still there, in the store, on the manequin, sometimes even on sale because it was end of season. Now it seems like if you like something and you don't pick it up right away, it's not there when you go back. It feels like we've been brainwashed to buy buy buy before it's gone gone gone.”
Link to resource used in BONUS within the header itself.