As Western society continues to colonise South Asian identity by remarketing its textiles for fast-fashion brands like Shein ...

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The term “fast fashion” was coined by the New York Times in 1989 to describe Zara’s business model, which turned a designer’s idea into a garment available to consumers in only 15 days.

Today’s ultra-fast fashion retailers have further accelerated the pace of production: Shein, for example, has created 52 micro-seasons per year and adds up to 10,000 items to its website each day.

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