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LONDON - Fast fashion product launches are once again on the rise despite increasing 'sustainability' claims by fashion companies, according to retail intelligence company Edited.

The company's latest sustainability report notes a spike in fast fashion product releases despite a big increase in fashion companies seeking to appear more environmentally friendly.

The report found that mentions of "sustainability" had increased by 84 per cent in retailers' emails to consumers since 2019, illustrating the increasing importance of environmental impact in the industry.

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