Sustainable Shifts: Addressing Challenges and Exploring Opportunities in Fast Fashion Through Circular Practices

Abstract

The purpose of this study is to explore the potential of sustainable practices to address these challenges and uncover opportunities for sustainable transformation in fast fashion industry. The present study examines sustainable practices within the fast fashion sector by analyzing secondary data sourced from Scopus papers and peer-reviewed journals. This study discussed the role of government and policy interventions in promoting sustainability, such as implementing taxes and subsidies to encourage digital and green marketing strategies, for carbon emission monitoring and greenwashing identification. The fast fashion industry, characterized by rapid production cycles and high consumption rates, faces significant challenges like bluewashing, Black Friday, and consumer purchasing behaviour in sustainability. Circular fashion, which emphasizes the reuse, repair, and recycling of products by using technique of chemical recycling combined with electrospinning, tertiary recycling processes, and fabric manipulation that offers a promising solution transforming waste into new resources.