In the contemporary era, the global community grapples with a significant challenge brought forth by the rise of fast fashion, impacting both the economy and the environment. The phenomenon of fast fashion has swiftly entrenched itself in the Western world over recent decades, and its effects are now observable in Nepalese societies, influencing individuals spanning from teenagers to adults.
Traditionally, Nepalese people would purchase a modest number of clothes annually, typically reserved for festivals and special occasions, amounting to no more than 3-4 sets. However, in recent times, the perception of clothing has shifted drastically, with attire becoming intertwined with one's perceived self-worth. Economic status, personal taste, and societal acceptance are now seemingly determined by the clothes one wears, compelling individuals to acquire more garments involuntarily.
Nepal, known for its rich multicultural tapestry, frequently celebrates various festivals throughout the year. Previously, the average Nepali would invest in new attire solely during major festivals like Dashain, Tihar, and Teej. Dashain, for instance, symbolizes familial reunions and fresh beginnings, with new clothing signifying auspiciousness for the year ahead. Regrettably, this tradition has been misconstrued, with festivals now seen as obligatory occasions to procure new clothing. The ever-changing landscape of fashion prompts individuals to purchase attire for even the most minor events, with a reluctance to repeat outfits stemming from social media pressures. This trend particularly burdens low-income families, leading to financial strain and familial hardship.
Understanding the economic dynamics and manipulative tactics underpinning fast fashion is imperative. Nepalese consumers, drawn to affordability, often frequent markets like Asan Bazaar, Lagankhel, Mangal Bazaar, and Baneshwor, enticed by promises of durable quality at low prices—often deceptive. The allure of inexpensive clothing conceals hidden expenses, and consumers may unwittingly fall victim to manipulation. This trend is exacerbated for women, as fashion trends dictate the constant pursuit of sarees, kurtas, and other attire, fostering a culture of compulsive consumption.
Moreover, the manufacturing of clothing predominantly occurs in countries like China, Thailand, Japan, and the USA, where labor exploitation is rampant. The demand for fast fashion perpetuates a cycle of low wages and poor working conditions for employees, particularly young workers. This cycle, characterized by rapid production and disposal, leads to significant environmental degradation, with garment waste polluting landfills and oceans worldwide.
In light of Nepal's vulnerability to the pitfalls of fast fashion, it is imperative for the government to intervene and mitigate its adverse effects. Public awareness campaigns should emphasize the preservation of cultural attire, encouraging citizens to embrace traditional garments and minimize Western influence. Individually, people must resist the temptation to conform to fleeting fashion trends, recognizing the futility of such pursuits. It is essential to foster a mindset that values quality over quantity, understanding that clothing does not define one's worth or identity. Embracing the ethos of "simple living, high thinking" can pave the way towards a more sustainable and culturally enriched future.
