Research on Apparel Design Innovation based on Sustainable Fashion --Taking the Transformation of Fast Fashion Brands as an Example

This paper focuses on the design innovation path of fast fashion brands in the context of sustainable fashion transformation, constructs an analysis framework based on sustainable fashion theory, and adopts a multi-case study method to systematically analyze three representative international fast fashion enterprises, namely SHEIN, H&M, and C&A. The study finds that the three companies have carried out multi-dimensional practical exploration in digital-driven material reuse, life-cycle oriented recycling design and green control of the whole chain, presenting systematic optimization features from raw material selection, structural design to production management and consumption guidance, while SHEIN relies on flexible supply chain and big data algorithms to implement ‘on-demand production’, H&M builds a sustainable fashion system, and C&A builds an ‘on-demand production’ system. SHEIN implements ‘on-demand production’ based on a flexible supply chain and big data algorithm, H&M builds a recycling consumption network, and C&A guarantees the sustainability of the whole process through raw material certification and green technology. On this basis, this paper further proposes four optimization paths for design innovation in fast fashion: firstly, to establish a sustainable design standard system and promote the standardization of the design process; secondly, to build a cross-sectoral synergy mechanism and enhance the effectiveness of organizational linkage; thirdly, to strengthen the consumer education and co-creative mechanism, and to enhance the participation in green consumption; and fourthly, to promote the industry's synergistic policy linkage, and to create a benign ecological environment. The study aims to provide operational green transformation strategies for the fast fashion industry and promote the construction of a responsibility-oriented sustainable fashion system.