FAST FASHION, SUSTAINABILITY AND TOURISM

This paper addresses the complex relationship between fast fashion, sustainability, and tourism, aiming to raise awareness of the impacts of fast fashion and the prospects for a more sustainable model. The methodology adopted was based on a literature review using academic sources, specialized websites, and articles from digital newspapers and magazines. The results highlight the main criticisms of fast fashion, including its environmental impacts, human rights violations, consumer culture, and cultural appropriation. Furthermore, the need for authenticity in using sustainability as a marketing tool by fast fashion companies is emphasized, highlighting the importance of transparency and the adoption of sustainable practices throughout the production chain. Despite the challenges, there is a growing awareness of the urgency to transform the fashion industry towards a more ethical and sustainable model, which has driven interest in sustainable and ethical alternatives in fashion. This study contributes to understanding the impacts of fast fashion and reflects on the possibilities of promoting more responsible and sustainable practices in the fashion sector.