Youth, today are highly affected to brands as they are more into fashionable. They basically want to look cool and trendy. Fast fashion is a term used to describe fashion collections which are produced based on the most recent fashion trends presented at Fashion Week in both the spring and the autumn of every year. Under this trend, all products are designed, manufactured promptly as well as low price to allow the consumers to keep up with the latest trend at a valued price range. The following study explores the different approaches that a Fast fashion brand can take towards creating a loyalty among youth. This research was directed to understand the connection between Fast fashion brand and youth. This study is based on qualitative and quantitative data, secondary analysis of research articles, books of brand and youth and Primary analysis which contain some closed an ended question which says that The primary requirement of the fast fashion brands like Zara and Forever 21 is to understand target market’s wants, gathering the latest fashion trend then quickly produces a product in a cost efficient manner. Peer influence plays an important role for youth in order to choose the brand and loyal towards it. Therefore brand should make the youth more comfortable and after that the youth will automatically connect towards it.