The double meaning of the provocative title cannot be overlooked. The slang expression “this is the sh*t” is a way of saying how great something is, but the literal meaning reveals the true nature of the awful situation. And so it is with fast fashion: at first glance it can seem highly attractive, but once you have seen behind the curtain, you realise that in reality the whole system is horrifying and destructive.

The typographical concept echoes the system of fast fashion itself. Several free fonts used for the headlines of chapters detailing the problematic symbolize the throwaway mentality and frequent change of collections inherent in fast fashion. I switched to a cleaner, more orderly layout for the latter chapters, which speak about, and invite the reader to participate in, making a change.

The colour concept also follows this strategy. The chapters about the problems in fast fashion have warm colours, while the chapters that introduce change have cool colours, intended to spur the reader to action.