In 2015, 63% of European brands released collections biannually, but by 2020, only 49% did, with 71% relying on at least four deliveries per year [1]. Brands now release new models at unprecedented rates, with some, like Shein, adding over 7,200 new models daily [2].This relentless push for new collections forces the fashion production model to massively overproduce, which generates substantial CO2 emissions and exacerbates poor working conditions in factories [3]. 

Fast fashion advertising drives consumption by creating urgency and desire through emotional triggers, leading to emotional obsolescence where clothes are discarded for being outdated rather than worn out [4]. Physical wear accounts for only 35% of a garment's end-of-life reasons [1], and fast fashion items are worn just 7 to 8 times before being discarded [1]. The frequent introduction of new styles, sometimes weekly, encourages overconsumption. 

Furthermore, study shows greenwashing advertising influences consumer perceptions, leading them to accept these claims without scrutiny [5]. It perpetuates overconsumption and environmental damage, as people unknowingly contribute to climate change and pollution under the guise of supporting "sustainable" fashion [6].

If current purchasing trends persist, the fashion industry’s share of global greenhouse gas emissions could rise to 26% by 2050 [7].

The only response to fast fashion and consumerism driving climate change in the European Union has been from the French Parliament, which has adopted in 2024 legislation banning advertising for fast fashion brands and taxing low-cost, mass produced clothes [8].

Using France as a good example, we call on the European Institutions to ban the advertising for fast fashion brands across the European Union. Only through collective action can we reduce the devastating effects of consumerism within the textile industry.