ファストファッション
Meaning
Fast fashion; affordable trend-driven clothing from brands like UNIQLO, GU, H&M, and ZARA.
ファストファッション is the Japanese term for fast fashion retailers that produce trendy, affordable clothing quickly. In Japan, the term primarily evokes UNIQLO (though UNIQLO often positions itself differently), GU, H&M, ZARA, and similar brands. Unlike some Western contexts where fast fashion carries strong negative connotations, in Japan it is more neutrally used, though sustainability awareness is growing. Mixing ファストファッション with ハイブランド items is a celebrated styling approach.
Examples
- ファストファッションだけで全身コーデしてみた。 I tried putting together a whole outfit using only fast fashion.
- GUのファストファッション、質がどんどん上がってるよね。 GU's fast fashion quality keeps getting better, right?
- ファストファッションとハイブランドを組み合わせるのがおしゃれ。 Mixing fast fashion with luxury brands is the stylish way to go.
Usage Guide
Context: fashion, shopping, sustainability discussions, daily life
Tone: neutral, practical
Do Say
- ファストファッションでトレンド取り入れるのが賢いよ。 (It's smart to follow trends using fast fashion.)
- ファストファッションの環境問題も考えないとね。 (We should also think about the environmental issues with fast fashion.)
Don't Say
- 人のコーデを見て「ファストファッションでしょ」は見下してる (Saying 'that's fast fashion, right?' about someone's outfit sounds condescending)
Common Mistakes
- Calling UNIQLO ファストファッション directly to UNIQLO fans — the brand positions itself as LifeWear, and some fans are sensitive about the label
Origin & History
From English 'fast fashion.' The term was adopted in Japanese in the late 2000s as global fast fashion brands entered the Japanese market and UNIQLO expanded internationally.
Cultural Context
Era: Late 2000s adoption in Japan
Generation: All ages
Social background: Universal
Regional notes: Used across all of Japan. UNIQLO and GU are the dominant Japanese fast fashion brands. Sustainability awareness around fast fashion is growing among younger consumers.
Related Phrases
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