Always following trends has become an obligation for millennials and above. Aesthetics, if the words of today's children, must be the main thing. Clothing trends change according to the seasons. Moreover, it is priced relatively cheaply. Of course, attracting many people to get it. This sustainability is what causes fast fashion in the clothing industry. fast fashion refers to a design, manufacturing, and marketing method that focuses on producing large quantities of clothing quickly. This production usually uses the trend of replication and low quality materials. That way, these goods can be massively produced and marketed at affordable prices for the lower middle class.
This massive production is a fulfillment of the demands of the high public interest in fashion trends that are continuously up-to-date but economical.
The rise of the fast fashion phenomenon, because it is practiced by most people, has become a culture in the wider community or is called popular culture. Popular culture also means that artefacts and styles of human expression develop from the creativity of the average person and circulate among people according to their interests, preferences and tastes (Lull, 2000:165). Therefore, fast fashion has become a certain style or way of life for a group of people.
Talking about popular culture cannot be avoided from the discussion of commodification, massification, and standardization in the culture industry. Are we aware of this? Following the clothes worn by our friends or idols, having the latest clothes, buying clothes because the price is light on the pocket, or shopping for clothes to please ourselves as a form of appreciation, we might usually do it without being based on an awareness of priority needs. But it's just a desire, so it becomes an impulse purchase.
Fulfillment of trends for the sake of prestige. At this stage, the use value of a garment has turned into an exchange value. This is called commodification. Meanwhile, we discussed massification at the outset when mass production was carried out in order to reach a wide market. The last is standardization that arises because it is initiated by trends and makes everyone apply the same fashion.