Before starting the dissertation project, it was a requirement to submit a 2,000 word proposal report which detailed the proposed topic and specific research question. My proposal was focused around exploring the sustainability and viability of the fast fashion business model in its current form (including ultra fast fashion). Upon initial research, it was apparent there was a lack of literature concerning the future of fast fashion- despite countless sources on the current impact of fast fashion, none had looked to the future. This presented a clear research gap that I aim to fill with the completion of my dissertation.

I chose this topic as sustainability, particularly within fashion, is a huge passion of mine. Sustainability is no longer a macro trend, but instead a new industry standard/expectation. The future of the fashion industry, on all market levels, has potential for incredible amounts of change, and I only want to contribute to that positively. This is why my research project is predominantly centred around contemporary sources and information, as although it’s important to learn from the past, it’s imperative to remain in the present and look to the future.