Fast Fashion

Fast-fashion is becoming a 21st-century retailing phenomenon: an ever-increasing number of chain stores race to deliver definitive, on-trend looks in cost-effective clothing – Zara, H&M and Top Shop have all the led the way with their speedy turnaround from factory to shopfloor.

And it’s not just the speed that encourages the boom. The trend, according to the Scotsman, is that rather that viewing shopping at such stores as some sort of shameful activity, a successful spot of fast-fashion shopping is now considered something to boast about:

"Indeed, perceptions of what constitutes a good fashion look have changed. There is now perceived to be something inherently uncool about a wardrobe composed entirely of the latest designer finery from the runways of Paris and Milan. Seriously stylish women follow the example of Kate Moss or Sienna Miller, and make room for vintage thrift-shop finds and fast-fashion buys amidst each new season’s must-haves from Prada or Marc Jacobs. Today’s most influential fashion icons suggest true chic is achieved in astutely judged juxtapositions of all three elements: vintage, disposable and luxurious."

Scotsman Article
via Agenda Inc