LAUSR

ABSTRACT The rise of fast fashion has meant that young women (even those on relatively low incomes) are able to ‘regularly consume and discard fashionable clothing’ [Buckley, Cheryl, and Hazel Clark. 2012. “Conceptualizing Fashion in Everyday Lives.” Design Issues 28 (4): 18–28. doi:10.1162/DESI_a_00172., 21]. While this development may be aligned with the democratisation of fashion—the fact that the supply chains that deliver fast fashion are not consistent with the principles of global democracy is now also relatively common knowledge in the democratised West. This, along with growing awareness of the ecological harms associated with the fashion industry has contributed to what Elke Gaugele [2014. Aesthetic Politics in Fashion. Vienna: Sternberg Press] has termed the ‘ethical turn’ in fashion. However, despite the fact that young women are often not deemed capable of translating their (ethical) attitudes into (ethical) behaviours [McNeill, Lisa, and Rebecca Moore. 2015. “Sustainable Fashion Consumption and the Fast Fashion Conundrum: Fashionable Consumers and Attitudes to Sustainability in Clothing Choice.” International Journal of Consumer Studies 39 (3): 212–222], nor able to be ‘trusted to consistently make good decisions’ [Brooks, Andrew. 2015. Clothing Poverty: The Hidden World of Fast Fashion and Second-Hand Clothes. London: Zed Books, 241], they are also increasingly being called to recognise their individual role in the politics of global fashion supply chains. Drawing on examples from scholarly and popular discourses as well as online peer to peer communications, this article explores the historical moment of fast fashion as an instance of both the feminisation of consumption and the feminisation of responsibility.