Insta Fashion
Some weeks ago I attended an interesting conference at Lund University named “Shopping Asia”. Among all the topics that were discussed, there were some interesting presentations on Fast Fashion. Fast fashion is a term used to express that designs move from catwalk to consumers very quickly in order to fully capture current fashion trends, enabling mainstream consumers to buy current clothing styles at a really low price. H&M, Zara, Forever21 are examples of company names that are associated with fast fashion. One thought that I got when listening to the talks was that there seems to be an ongoing race towards the bottom! A race that takes us from Fast Fashion to Insta Fashion (my term for really cheap clothes that the Instagram generation buys for Saturday night). It is like a second wave of fast fashion , where the journey from drawing board to shop floor is a day or two instead of several weeks. What would the implication of such a second wave of fast fashion be for the environ