Day 85: How planned obsolescence makes us spend and spend on fast fashion

9/17/2024

Day 85: How planned obsolescence makes us spend and spend on fast fashion

I don’t want to give too much away but as I get towards the end of my 90 days of Shein challenge, I can reveal that most of the pieces I bought are still in good condition, even after dozens of wears in some cases. Apart from the bag and the shoes, my expectation that the items would literally fall apart were unfounded.

However, that’s not to say that everything I bought is intended to last a lifetime.

Fashion today operates on a concept called planned obsolescence. The lifespan of clothing — and a large number of household appliances and other items — is shortened deliberately by manufacturers and marketers. This strategy, originating in the early 20th century, has taken a firm hold on the fashion world, particularly in the last few decades.

Planned obsolescence in fashion manifests in two main forms: physical and psychological.

Physical obsolescence is when clothing is made to disintegrate after just a few wears. Fast fashion brands frequently use low-quality materials, like thin polyester, that are destined to fall apart quickly. This isn’t just a coincidence; it’s a business model designed to keep you buying.

That’s the theory at least. In my experience, while some of the clothes I bought from Shein are now virtually unwearable, others are still going strong.

Psychological obsolescence, on the other hand, exploits our emotions and perceptions. The fashion industry has perfected the art of making us feel dissatisfied with perfectly functional clothing. Influencers, advertisements, and a constant stream of new trends contribute to the sense that our wardrobes are always in need of an update. Ultra-fast fashion brands flood the market with thousands of new items every week, fueling a cycle of desire and disposal.

The consequences of this approach are far-reaching. Clothes have shifted from being long-lasting investments to disposable items. In the past, garments were passed down through generations, treasured for their durability and sentimental value. Now, we’re lucky if our fast fashion pieces last a season. The average person wears an item just seven times before discarding it.

Everything I wore on Day 85 of the 90 days of Shein challenge: