Fast Fashion

Andy Reilly (FDM) has published an article in the journal Fashion, Style, and Popular Culture called “Attention Deficit Fashion.” Using a post-postmodern perspective, he and his co-author offer a framework for analyzing the current social and industrial practices that have resulted in the rapid turnover of clothing purchases and styles. “Attention Deficit Fashion,” as they term it, is the result of a youth-driven marketplace that relies on consumers who regularly use technology to share images of themselves in clothing. Wearing a clothing item in an image more than once is considered a social faux pas, so the item is discarded and new items are sought. The result is what the authors call “micro-trends,” or subtle changes in aesthetic preferences that are limited by geography or demographics.