however, the "fast" aspect of consumption is primarily a problem to the environment when done on a massive scale. as long as fast conspicuous consumption was reserved to the rich, the global impact was not reaching public attention or seen as a problem. that is, "fast" shopping sprees of haute couture is not seen as a problem, rather it is celebrated (for example in movies such as pretty woman), whereas when people with less means shop fast fashion it is seen as unethical and a problem. today, the speed of fast fashion is common across the whole industry as exclusive fashion replicates the fast fashion chains with continuous releases of collections and product drops: the quality of a garment does not necessarily translate to a slower pace of consumption and waste.