Fast Fashion’s Fate: Artificial Intelligence, Sustainability, and the Apparel Industry

The clothing sector is one of the biggest polluters in the world. Aware of the growing number of environmentally conscious consumers, several fashion brands aim to become more sustainable. Artificial intelligence (AI), defined as “a system’s ability to interpret external data correctly, to learn from such data, and to use those learnings to achieve specific goals and tasks through flexible adaptation,” may be applied to fast fashion as a means of greening the apparel industry. This chapter explains how AI can enhance the sustainable production and consumption of clothing products. First, it provides an overview of AI and analyzes and decodes its potential and associated risks and challenges. Numerous examples describe AI’s application to the retail and clothing industries, such as supply chain optimization and fostering eco-responsible consumption patterns. Second, this chapter illustrates how AI can help the fashion industry significantly reduce its carbon footprint. Third, three case studies of fashion companies that have started implementing artificial intelligence into their operations to improve sustainability are put forward, including two fast-fashion companies (H&M and Zara) and one luxury fashion retail platform (Farfetch). Finally, the chapter concludes with suggestions for the future of fast fashion.