Fast fashion vs rental fashion…a student’s perspective

With the rise of global emissions coupled with growing concerns over an increase in cheap, mass-produced clothing – termed ‘fast fashion’ – new designers are considering the impact of new clothing lines and brands.

Here, Fashion, Textiles, Footwear and Accessories student, Amalia Adela Samoila, talks about her expansion into the rental fashion industry as a new designer and her view on fast fashion as a staple of the 21st century’s fashion industry.

In a world driven by trends and rapid consumerism, the fashion industry often falls prey to the allure of fast fashion.

As a designer, I have come to understand the consequences of this unsustainable practice and have been inspired to challenge these harmful trends. I’ve been inspired to contribute to the sustainability movement by creating clothes from scraps, unwanted garments, and deadstock fabrics and leathers.

By re-purposing unwanted fabrics, we can breathe new life into discarded materials.

Each piece in new fashion lines tell a unique story, blending elements of sustainability and style. By repurposing and recycling, we can minimize waste and reduce our environmental impact, while still delivering innovative and fashion-forward designs.

I want to make positive change and am encouraging other designers to join with me.

In a bid to combat fast fashion, I am launching my own brand – AAMBIVERT.

By embracing more sustainable practices, repurposing materials, and promoting rental over buying, we can pave the way for a more responsible and conscious future – which is where AAMBIVERT comes in.

My fashion collection will seek to inspire individuals to think beyond the trends, to consider the impact of their choices, and to redefine their relationship with fashion.

To me, AAMBIVERT is not just a fashion brand – it is an embodiment of improvement, adaptability and empowerment. Drawing inspiration from the realms of dystopia and cyberpunk, my collection transcends time, blending influences from the past, present, and future.

However, I wanted to go beyond simply creating my brand for sale items, and was drawn to the rental fashion industry which, I believe, will be the future of fashion.

I am now working in collaboration with Loanhood, a recently launched fashion platform which encourages customers to rent garments rather than buying them outright. This reduces the demand for new clothing production and minimizes the carbon footprint associated with the fashion industry.

Through this collaboration, we ask the thought-provoking question: Is it better to wear a garment once and bin it, or wear it once and return it?

Through my collaboration with Loanhood, we advocate for rental over buying, challenging the throwaway culture and promoting a more responsible approach to fashion.

Together, we can embark on a journey towards a more conscious and sustainable future, where fashion is a force for positive change.

Find out more about studying Fashion, Textiles, Footwear and Accessories at the University of Northampton.