I've never connected the Swedish clothing scene with fast-fashion. Do people buy things at H&M and wear them just 20 times? I associate it with very slowly changing sensible basics like hoodies that I'd buy and wear for three years.
That 1 article you like, you’re lucky if it lasts a full year
Me, on the other hand, bought 10 shirts from H&M of various colors and I wore them until the threads fell apart and you could see my skin. The shirts still lasted for a few years.
Both of our shirts ended up lasting about the same amount of time, but were used way differently