Fast fashion brands produce cheap, trendy clothing at an alarming pace, encouraging constant buying and discarding. While affordable, this model has severe environmental and social costs: massive water consumption, pollution, and exploitative labor conditions. Awareness is growing, and consumers are demanding sustainable alternatives. Thrift shopping, upcycling, and ethical brands are gaining ground. The fashion industry faces pressure to change, but it remains a complex challenge balancing consumer demand and sustainability. Ultimately, individual choices combined with corporate responsibility will shape fashion’s future impact on the planet.