Fast Sustainable Fashion is the design, production, distribution, and consumption of clothing that balances the need for affordable, accessible, and trendy style with the imperative to minimise environmental harm and damages and promote social responsibility, ensuring long-term sustainability. Use of eco-friendly materials, textiles, and practices reduces waste in production and distribution, promotes fair labour practices and worker well-being, timeless designs, transparency, and accountability through supply chain loop production without compromising recycling. 

Characteristics of fast fashion: 

1. Eco-friendly materials such as organic cotton and recycled polyester reduce harmful environmental impacts, encouraging conscious consumption. 
2. Scaling efficient sustainable production and supply chain management with minimal waste generation 
3. Energy-efficient production processes and water conservation 
4. Quality over quantity enhances brand reputation and cost effectiveness. 
5. Second-hand, thrift, and upcycling options increase accessibility to sustainable fashion.
6. Educational initiatives for consumers fostering innovation and creativity
7. Changing consumer behaviour and meeting the regulatory requirements by investing in sustainable technologies.

JD Institute of Fashion Technology focusses on curating curriculum to promote sustainable designs, materials, textiles, and technologies considering the environmental and social impact on the fashion industry. Events and workshops on sustainable designs, green fashion show, collaboration with fashion brands, zero-waste fashion designs business models, joint research projects with universities and organisations, partnership with eco-textile suppliers, and sustainable marketing and branding are the top priorities the scholars are emphasising during the course duration.

Fast sustainable fashion demand is booming among the millennials and Gen Z consumers, where independence and freedom are what they live by breaking the class barriers, the generation who is loud about their wants and needs. Brands such as Zara, H&M, and ASOS are the targeted brands that have captured the fast fashion industry without burning a hole in their pockets.

The art of facility campus at JD Institute facilitates scholars with sustainable fashion libraries, eco-textile labs, circular resource centres, sustainable online fashion courses, and a green fashion blog. Scholars are motivated to participate at sustainable fashion week and shows, green fashion conferences, sustainable design competitions, and workshops. Internship and portfolio submission are the final criteria before participating in the JD Design Award for their final collection, a prestigious limelight for the graduating scholars. 

Conclusion: Fast sustainable fashion is effectively growing in the industry as consumers shopping patterns affect its making and production, which retailers and fashion brands can take with regards to fashion fashion management in controlling its impact. Consumers have the power to drastically change and reduce demand.