The aim of this thesis is to present the concept of fast fashion and its development over time, as well as the positive and negative sides of fast clothing production. The thesis describes how fast fashion has changed the fashion industry and what has influenced its development and general acceptance among consumers. Zara is mentioned as the most represented fast-fashion retailer, but also its founder. Furthermore, the business model of fast fashion stores is highlighted, as well as how fast fashion retailers influence impul-sive shopping within consumers. On the other hand, with the growing attention of society to sustainability, and facing the negative social and environmental consequences of rapid production and consumerism, as the antithesis of the current system of fast fashion ap-pears the so-called slow fashion. It emphasizes quality and calls for greater consumer and producer awareness while slowing down production cycles and consumption.