Shoppers say they crave high-quality fashion but are limited by its burgeoning price point. Some are turning to secondhand pieces in search of balance, only to find that it’s not always the best — or most affordable — option, especially for basics. The amount of time it takes to sift through thrift stores or resale sites is a common complaint. And for trendier items, the commitment of investing in something that might feel outdated in a month just doesn’t add up. “Sometimes, you want to experiment with your personal style, and fast fashion can be a great way to do that with a low-cost risk,” says stylist and TikTok creator Kenzie Welch.
Younger generations are overwhelmed by micro-trends and their environmental impact, but they also find it difficult to turn the other way. Mindlessly tapping “add to cart” on TikTok Shop or browsing a newly rebranded store offers a hit of belonging, softened by the illusion of conscious consumption. Guilt is easier to stomach when the algorithm says everyone else is doing it. And as ridiculous as trends like the fisherman aesthetic may sound, the influence of digital tastemakers in 2025 is hard to deny. Social media has trained younger generations to crave instant gratification above all else.
Shein and Temu are now the primary online fashion market in the United States. “What makes Shein and Temu popular from a consumer perspective is the gamification of the buying experience, offering discounts and rewards and even giving some products away,” says Elizabeth L Cline, author and lecturer of fashion policy at Columbia University. “At the ultra-low price point, a vast swath of consumers can participate in impulse buying, which has become a hugely popular pastime in a world where everything else keeps getting more expensive.”
Although digital ultra-fast fashion marketplaces might feel like the best option for many budget and fashion-conscious shoppers in 2025, as Kirmani points out, they are far from sustainable. McKinsey data indicates that many shoppers see fast fashion items as disposable as the trends they mimic — disposing of clothing after just seven or eight wears. But even with Forever 21’s downfall, fast fashion isn’t going anywhere. The brand cemented a legacy — popularising the blueprint of churning out trend-driven clothes at low cost. So what comes next?
“Ultra-fast fashion is alive and well, as evidenced by Shein and Temu’s extraordinary rise,” Cline says. “But rising costs and geopolitics will likely push more players out of the market, leading to further consolidation.” Meanwhile, middle of the road brands will continue to struggle to keep up with the frenzied pace, style and fickleness of social media. These days, the future of fast fashion is being shaped less by conversations about quality or sustainability — and more by Gen Z’s appetite for constant content. As the pace accelerates and the players evolve, the industry’s future won’t be shaped by nostalgia or novelty — but by who can afford to keep up and who’s willing to look away.
Comments, questions or feedback? Email us at feedback@voguebusiness.com.
Why is everything in fashion suddenly a ‘recession indicator’?
Crash! How the 2008 financial crisis changed fashion forever
