Combine the glamour of fashion with cheap clothes and social media and we have a growing crisis of overconsumption and pollution.

The global textile industry is facing mounting environmental challenges. According to the World Wide Fund for Nature (WWF), producing a single cotton T-shirt requires over 2,700 litres of water, which is equivalent to a person's water consumption for two and a half years.

The fashion industry's relentless pursuit of rapid production and low costs has led to an increasing reliance on intensive agricultural practices and chemical processing methods.

Cotton farming alone accounts for a significant portion of global pesticide use, while synthetic materials commonly used in fast fashion, such as polyester, are derived from the refinement of fossil fuels, further exacerbating environmental degradation.

These practices not only consume vast amounts of water but also release harmful substances into surrounding ecosystems, threatening biodiversity and public health.

Aleasha McCallion is a researcher at the Monash Sustainable Development Institute and co-founder of the Circular Economy Textiles project.

“On average, fashion and textiles rank as the fourth most environmentally damaging area of consumption, behind only food, housing and transport,” McCallion said.  

The most resource-intensive stages of the fashion industry lie in the extraction of raw materials, product manufacturing, finishing processes and the transportation of finished garments to retail markets, she said.

“This entire process consumes vast amounts of energy, water, and labour, and shipping by sea or air further compounds the environmental impact,” she said.

How social media accelerates the pace of consumption

Behind the environmental costs lies a deeper social logic of consumption. 

McCallion argues that social media platforms are driving up the speed at which the entire fashion industry operates.

She points out that this pace is not unique to fast fashion, but is a natural continuation of the logic of efficiency that follows the industrialisation of the entire economic system.

“Fast fashion is just the most obvious manifestation of this. Consumers are constantly pushed to go for the ‘next thing’ and brands are always ready for the ‘next trend’,” McCallion said.

For the younger generation, social media is shaping their spending habits.

Monash University media student Catherine Li said social media impacts purchasing habits.

"Every time I scroll through social media, the recommendation algorithm keeps showing me various new clothes, and they're so cheap, it's really hard not to be tempted," Li said.

This is not an isolated case. Relying on social media platforms to reach millions of young consumers is a growing trend.

Fast fashion brands are skipping traditional retail outlets and using social media algorithms to accurately predict trends and launch new products at a faster pace and continue to stimulate purchasing behaviour.

Tiffany Zhou, an interior design student at RMIT University, also said that social media amplifies the temptation of fast fashion, making people accustomed to constantly updating their wardrobes to keep up with trends.

"Many consumers are unaware of the true cost behind a cheap T-shirt," she said.

Brands try to transform, but the challenges remain

Fast fashion now stands at a crucial crossroads. As reported by MOJO News, a circular fashion industry would mean "a future industry without waste”.

Amid growing environmental pressure and rising consumer awareness, some fast-fashion brands are beginning to adopt transformation strategies.

H&M, for instance, has launched its “Conscious Collection”, pledging to use more sustainable materials and install recycling bins in its stores worldwide to encourage garment recycling.

Inditex, Zara's parent company, has announced plans to achieve carbon neutrality by 2030 and significantly improve supply chain transparency.

While these initiatives help to position brands as more environmentally responsible, they still face considerable challenges.

However, McCallion said that without changes in consumer behaviour, these efforts often fail to make a real impact.

"When clothes are considered 'out of style' before they've even been worn, this 'wear once and discard' culture reflects a structural issue, not just individual choices," she said.

McCallion said the sheer scale of Australia’s fashion sector is valued at AU$28 billion, despite a population of just 27 million. That figure alone speaks to the level of overproduction and consumption in Australia.

Zhao believes that for real change to happen, consumers also need to make more conscious choices.

“From reducing impulse purchases and supporting second-hand markets to paying attention to environmental standards in production, every choice matters,” she said.

Systemic reform demands broad collaboration

“It’s not fair to place the burden of change solely on consumers,” McCallion said.

“The fashion industry is a vast economic system involving complex financial flows and global labour movements. Some countries’ entire GDP rely heavily on garment production and exports.”

MCallion said ordinary consumers should not be expected "to shoulder the entire responsibility for change”.

“True systemic transformation requires a joint effort from governments, businesses, and consumers alike.”