The rise of fast fashion has transformed the global fashion industry, characterized by the rapid production and consumption of trendy, low-cost clothing. This business model, embraced by brands like Zara and H&M, meets consumer demand for affordable styles but has significant ethical and environmental consequences. The International Political Economy of Everyday Life (IPEEL) perspective highlights how consumer choices in the fast fashion market are intertwined with global trade dynamics, labor exploitation, and environmental degradation. Addressing these issues requires both consumer awareness and regulatory interventions .
