Master's thesis examines the development of fashion through the 20th century, how traditional fashion has been transformed through consumerism to fast fashion and its development. The influence of history is important here, as it has influence on the development of fashion over time. The development is also influenced by cultural differences, which have strongly influenced the development of fashion as such and contributed to the growing development of various fashion styles. The aim of the master’s thesis is to find out how fashion production came about, where now prevails quantity and no longer quality of the clothes, what kind of impact fast fashion has on society, does fashion industry still produces new products and whether there is any alternative to fast fashion. With the qualitative methodology, I will answer the research questions through the analysis of interviews and the studied theory: what kind of impact fast fashion has on society, has there been a change in fashion production over the decades, why the fashion industry still produces new products despite the large amount of textile waste products and whether sustainable fashion is a new term that is important for the fashion industry and the change of fast fashion. Fashion as a big part of our lives has marked many changes in our society which coincides with the development of fast fashion, as the answer to the current social situation. Today fast fashion is at the forefront, due to the growing negative consequences we should look for an alternative solution.
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