THE FAST FASHION PRODUCTION MODEL FROM THE PERSPECTIVE OF SUSTAINABILITY

The fashion industry is one of the economic activities with the greatest cultural, social, and environmental influence. It is a topic of the highest relevance from the perspective of sustainability, which raised the following research problem: considering the fast fashion production model, is it possible to affirm that this practice in Brazil is responsible for encou-raging the excessive consumption of products and services related to the fashion industry, directly affecting the right to sustainability? The general objective of the study is to analy-ze how the fast fashion production model in Brazil encourages the excessive consumption of products and services related to the fashion industry, directly affecting the right to sustai-nability. Based on the bibliographic research technique, this study used the deductive and monographic approaches. It was concluded that the fast fashion production model is a construct of the consumer society and that sustainability in the fashion industry will not be fast or linear but through changing aspects of the production chain by adopting a new conceptual model.