In recent years, fast fashion has been scrutinised for its environmental impact. Now, a similar issue is emerging in another market: furniture and home decor. This phenomenon involves the production of low-cost furniture and decorations that mimic high-end trends but are quickly discarded for the next big thing.
A report by French environmental organisations Zero Waste France, Les Amis de la Terre, and the Réseau National des Ressourceries et Recycleries highlights the growing environmental impact of fast decor.
According to the report, the ecological issues associated with fast deco are comparable to those of fast fashion, as both industries operate on a similar business model: producing massive quantities of inexpensive products and frequently introducing new collections.
The report reveals that between 2017 and 2022, the number of furniture items entering the French market surged by 88%, from 269mn to 505mn units. This increase in production has led to a corresponding rise in waste, with furniture waste collected in France more than doubling between 2014 and 2020, reaching 1.2mn tonnes in 2021.
“Like fast fashion, today we are witnessing the emergence of a fast decoration model based on the same practices: astronomical quantities put on the market, structurally low prices accompanied by promotional offers, and the permanent creation of new needs,” the report states.
“Even though the lifespan of a piece of furniture or a decorative object should be several years, even decades, brands produce several seasonal collections per year, supplemented by long-term ‘capsule’ collections intended to encourage even more consumption.”
This trend, the report warns, has disastrous consequences for the planet’s resources, particularly wood, leading to overproduction, increased waste, and climate change.
Amélie Poisson, sales and marketing director of La Redoute, wrote in an article in Le Monde that home decor has taken on a new significance, akin to the role fashion played in the 1980s. “Twenty years ago, the home reflected both functional issues and the transmission of furniture from parents or grandparents. Today, people want a home that looks like who they are and is an extension of themselves,” Poisson explains.
This shift was accelerated by the COVID-19 pandemic, during which many people invested in refurnishing their homes, leading to a surge in purchases.
As with fast fashion, social media plays a crucial role, with platforms like Instagram and YouTube hosting countless “unboxing” and “haul” videos that encourage consumption.
Companies’ marketing strategies are well-established, often aligning new collections with commercial holidays like Valentine’s Day and Mother’s Day to stimulate purchases.
Giants of fast fashion, e-commerce, and mass distribution now offer an increasing number of furniture and decoration products each year.
The rise of fast deco mirrors the trajectory of fast fashion, bringing with it significant environmental concerns. As consumers become more aware of the ecological impact of their choices, it is crucial to seek sustainable alternatives and challenge the fast decor model. By prioritising quality over quantity and making mindful decisions about home decor, we can help mitigate the environmental impact of this burgeoning industry.
Everything I wore on Day 26 of the 90 days of Shein challenge:
SHEIN LUNE Eyelet Embroidery Knot Front Tee, white,
Dazy-Less Drawstring Waist Cargo Wide Leg Denim Pants Baggy Jeans
Beige trench coat (thrifted)
2024 New Style College Wind Black & White Outdoor Sports Shoes for Women
DAZY Women’s Floral Print Sleeveless Round Neck Sleep Dress
3pack Lace Trim No Show Brief, pink
Fashion Slowdown 
Leave a comment