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This paper highlights the consumption of fast fashion products by consumers as immaterial labor. The industry runs not only on the production of goods, but the consumption and advertising done by influencers and everyday consumers alike. The research explores romantic individualism as a way to advertise products to followers and how the global apparel industry works. Research is supported by surveys completed by SHEIN consumers ages 18-25. The sustainability of the fast fashion industry is also a factor explored in this paper.



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