This chapter explores the origins of fast fashion, particularly Zara's innovative model in the late 60s and early 70s, revolutionizing the industry by rapidly producing affordable, trend-driven clothing locally in Spain. It discusses the replication and expansion of this model by major brands like H&M and Forever 21, leading to ethical and environmental concerns such as exploitative labor practices and mass production of non-biodegradable waste. Additionally, the chapter delves into the emergence of Shein as a key player in fast fashion, showcasing its unique manufacturing strategies and vast product selection akin to Amazon's scale.

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