**1. Introduction**

Perhaps more than almost any other field of art and industry, fashion is inextricably woven with time, finding its essence in current, fast-moving trends and its inspiration in emerging styles. With its rapid production times and ability to capture the latest, hottest trends, the fast fashion model of production, distribution, and marketing has thrived over the past decade. From production advances in textile factories to 3D printing (or additive manufacturing), technological changes have revolutionized production methods, allowing manufacturers to create garments increasingly fast. Aside from production advances in textile factories, 3D technology has the potential to render time an increasingly negligible element of the production cycle. Further, the democratization of fashion, spurred by cheaper garments, allowing companies to market to the masses, contributes to a throw-away culture and insatiable consumer demand for the latest knock-o ffs of the season's "it" pieces. Additionally, the prevalence of social media fuels the virtually instantaneous movement of trends within communities and networks across the world. From the carbon footprint inherent in a supply chain spanning the globe to the reliance on enormous quantities of natural resources, the impact on society and the environment of these trends has become increasingly clear. Yet, in a world obsessed with image and social connectivity—and driven by ever-changing consumer whims, there are no quick fixes to make the fashion industry more sustainable.

This chapter examines the environmental and social impact of fast fashion and the limits of the law to respond to these challenges. Against these constraints, the chapter makes the case for supporting the emerging slow fashion movement as well as other initiatives that connect suppliers and producers more closely with consumers. First, the chapter examines the staggering environmental impact of the fashion industry and critically analyzes the so-called "fashion paradox" or the relationship between

the fashion industry's reliance on ever-changing styles and issues of sustainability. The chapter then presents the fast fashion industry, critically evaluating its business model and the legal limitations to enhancing sustainability in the fast fashion industry. Further, the chapter considers the effectiveness of corporate social responsibility as well as other soft law initiatives. Then, the chapter analyzes corporate personality and the impact that the law plays in skewing companies away from sustainable behavior, particularly in the fast fashion industry. Finally, the chapter argues that sourcing, production, and marketing practices that connect raw materials, designers, labor, and retailers more closely with consumers—key ingredients of the slow fashion movement—greatly enhance sustainability, protect human rights, and empower communities.
