“Ultra Fast” is a research-based report exploring fast fashion and its online perception through three perspectives: public search behaviour, brand communication and policy, and customer-generated content on YouTube.

The presented section focuses on the visual and verbal rhetoric of major fast-fashion brands, including Shein, H&M, Zara, Mango, Uniqlo and Primark, tracking how their websites and communication have changed over the course of a decade.

I mapped shifts in imagery, language and keyword frequency, using data visualisations to compare how brands have reshaped their narratives around sustainability.