There’s a fashion trend that’s bubbled up recently that I am completely getting behind.
The apparel world has transformed over the past ten years. We’ve gone from fashion by season to fast fashion.
A decade ago, clothing stores would flip their collections pretty much four times a year. You had the basic fall, winter, spring and summer seasons when a designer’s work would go from runway to showroom. The refresh would mean sales of the prior season’s clothes to make room for the next season. It was methodical and sensical.
Fast forward to today when, thanks to instant gratification everything, fast fashion has taken over. Brands like H&M, Zara, and Asos have become mega-players replacing brands like GAP, J.Crew, and many others in a ranking of top retailers.
Why? Well we won’t get into an entire global economy / macroeconomics lesson BUT, basically those brands that have reduced development time and production costs so drastically are now able to restock and flip merchandise in a fraction of the time. They’re essentially able to go from runway design to ready-to-buy extremely quickly.
There’s a ton of criticism of fast fashion around it’s root causes and implications – including shoddy craftsmanship, labor rights, environmental impact, etc.
I think there’s a lot of work to be done to address some of the issues above. They’re heavy issues and I recommend an amazing documentary, The True Cost, if you want to learn more. Stay woke.
Something that has come out of the ires against fast fashion is a prevalence of garments with time-consuming detail work.
What’s the opposite of churning out fast fashion? The slow, meticulous work needed to emblazon an article of clothing with highly detailed stitching and embroidery.
Ironically, fast fashion brands are picking up on a trend that was meant to call them out as inferior.. but nonetheless, I am loving the movement toward detail.
It started with brands that can charge a fortune for this kind of intricate detail like Gucci (check out this sick jacket) and has also ironically made it to fast fashion brands like Asos (classically taking high fashion and making it accessible, for better or worse)…
The more you know!