Consumers across Europe are becoming more conscious of environmental and ethical concerns related to the fashion industry, leading to an increased demand for sustainable and ethically-produced clothing. Despite the growing interest in sustainable fashion, fast fashion brands still remain dominant in terms of market share. Considering the socio-economic and environmental impact of consumers’ preferences on the fashion industry, the objective of this research was to study the consumer preference for fast fashion versus sustainable fashion. The data were collected from the Meta database, as well as from Google Trends, based on various demographics, such as: age, gender, and location – the sample consists of fashion consumers from the main cities of Spain, Madrid and Valencia, with the Romanian cities, Bucharest and Iasi. By analyzing the consumers’ preference for fashion in different urban centers, one can ascertain the degree to which specific fashion trends influence the clothing choices of their particular residents. This research emphasizes the importance of studying consumers’ preferences, the need to shape them towards a more sustainable future, and, also, this paper argues that understanding the trends in apparel manufacturing in different urban areas will enable the development of strategies to reduce the global carbon footprint linked to the fashion sector.