In 2025, TikTok reflects a troubling trend towards ultra-fast fashion, particularly evident in the staggering 1.3 million posts tagged with #sheinhaul. Many influencers showcase large hauls of low-cost apparel from brands like Shein, Temu, and Fashion Nova, contributing to a culture of disposable clothing that is often discarded and heads straight to landfills. The appeal of these brands lies in their incredibly low prices, with items sometimes cheaper than a takeaway coffee, making it easy for consumers to overindulge without concern for the environmental costs.
Nina Gbor, a sustainable fashion advocate, is striving to combat this rapid cycle of production and waste. Despite her efforts, Gbor feels overwhelmed by the fast fashion juggernaut, particularly as it continues to expand in Australia—Shein alone reported nearing $1 billion in Australian sales with soaring profits in 2023. Her warning is stark: the rise of “instant fashion” could exacerbate the already alarming pace of fashion consumption.
Gbor has dedicated her career to promoting sustainable and ethical fashion, having founded Eco Styles and teaching sustainability at RMIT University. She has been buoyed by recent legislative movements in France aimed at curbing fast fashion advertising, highlighting a glimmer of hope for potential similar initiatives in Australia.
The reality is grim; over 200,000 tonnes of clothing end up in Australian landfills annually, with many items exported and often discarded in developing nations, exacerbating global waste crises. Gbor argues that urgent government intervention is critical to prioritise local, sustainable brands over the fast fashion industry, which remains resilient due to its substantial financial resources.
Retail expert Lisa Asher suggests implementing minimum standards for durability in clothing to challenge the fast fashion norm. She proposes that garments should come with warranties and that consumers be educated on the environmental costs of their clothing choices. Asher believes that banning influencer promotions of low-quality fashion could also play a role in this necessary evolution.
Both Gbor and Asher stress that the notion of affordability in sustainable fashion is erroneous, as consumers often spend similar amounts on fast fashion hauls but could invest in lasting, ethical options instead. With the alarming impact of textile waste, including polluted waterways and increased cancer risks from clothing chemicals, the push for a cultural shift in fashion consumption is becoming critical.
In a statement, Shein claims to operate on a customer-driven model aimed at reducing waste and overproduction through its digital supply chain. However, its rapid growth and the appeal of ultra-low prices continue to pose significant challenges to advocates of sustainable fashion who are fighting for a more responsible approach to consumption.