What is Fast Fashion

Three defining pillars spearhead the current global fashion system: speed to market, overt supply (and consumption) and low prices. This contrasts with a juxtaposing position, through the evolution of slow fashion constructs, embracing artisan techniques with bespoke methodologies. Additional to this is an emerging paradigm integrating new technologies including the strengthening of online retail, virtual interfaces for communication with end-users including customised manufacturing and small scale production runs plus the capacity to communicate and market to anyone, anywhere at anytime across the globe. When these two potentially disparate cultural positions in fashion are considered in tandem, it can facilitate opportunities for small-scale operations to use their size as a platform for flexibility, responsiveness and growth. This model provides for customised and personalised options for a discerning and socially responsible fashion customer. The blurring of bespoke and virtual sees the rise of the digital fashion artisans.