Definition
New looks are developed, manufactured and marketed at short intervals. The model often promotes short usage cycles and high material throughput, but is not solely defined by a specific sales price.
In simple words
A cheap piece of clothing is not automatically fast fashion, and an expensive item is not automatically produced responsibly. Collection speed, quantities, transparency, quality and the question of how long a product can realistically be used are more meaningful.
What to pay attention to
- Check material, workmanship and combinability regardless of the low price.
- Ask yourself whether you would wear the item often even if it weren’t for the current trend.
- Make sure you have clear information about production, care and durability.
Common misconceptions
Fast fashion is not simply a synonym for inexpensive fashion. It primarily describes the speed, volume and short trend cycles of the system.
ESKYNA note
Buying quickly doesn’t mean you’ll wear it quickly - what matters is the system and use behind the item.