Why fast fashion seems as a trend & slow fashion as monotonous lifestyle?
Slow fashion VS Fast fashion :
This is an era where the consumers choose to purchase from the fast fashion brands over slow fashion brands, due to the fast changing pace of the collections in the stores.
Fast fashion as known by everyone presents their customers with new trends and collection in every one week to fifteen days. This process of creating products and garments are attracting many customers to their stores, but at the same time are destroying the environment these customers reside in, that goes unseen by millions.
This is a generation that wants everything within a click of a button, by ignoring all the beauty that slow process depicts. They see fast fashion as a trend and slow fashion as a boring lifestyle, due to its lack of collection launch in a fast pace. Slow fashion is a term that many lack to observe and understand, it represents slow process of their fashion houses, even after understanding the era they are living in and knowing the competitive market space.Though the majority of consumers demand fast process and fast changing trends, slow fashion brands stands true to their beliefs, knowing all the consequences brought by the fast process and knowing the changes slow process could bring to our environment and the labours working to produce the products. It is process with all the good opportunities till the end, because it is about quality over quantity, and it focuses on being conscious.
These slow fashion brands are trying to preserve the beauty of a product, by approaching the slow process, and taking care of every small detail i.e. working condition, ethical process and packaging. but this is what that goes ignorant by the people of current generation, due to their fast lifestyle. With all the complications that fast fashion is causing in the fashion industry, consumers still opt for it and helps in its growing market, whereas slow fashion brands are trying to build a market of their own by doing good to the environment, the labours and the customers, even if they are gone unseen by the consumers. It is a movement of transparency and consciousness.
The brands approaching this method of transparency are Pahartah, Ever lane, Reformation, Truss, Runaway Bicycle, Crow, People Tree, Lear and many more.