‘Fast fashion’ has been a hot discussion topic for quite some time, especially with the rise of TikTok during peak global pandemic times, people have been talking about the impacts this has made on small businesses. Trends go in and out so quickly there isn’t really a “seasonal” trend anymore. With social media peaking as a preferred way of consuming content a lot of people see something and want it right away. The waste in the fashion industry creates 92 million tonnes and also uses 79 trillion litres of water around the world. We spoke to Dr Louise Grimmer, Associate Head Research Performance and Senior Lecturer in Retail Marketing, University of Tasmania to discuss all things fashion.