It started with Zara. Soon thereafter came H&M. Topshop and ASOS have been doing it for a while, as is the fashion-forward way of our UK counterparts. It is the fastest fashion to happen, and now it is also trending, in a big way. These companies are pounding out collections to match (and possibly even rival) the likes of Céline, Balmain, Jil Sander, Tibi, Prada and Burberry Prorsum. It is becoming less a sideways solution, and more de rigueur, to indulge in these fast fashion trends from the most popular chains in the world. Can’t get your hands on the latest collection from Pheobe Philo? No worries; get your breezy asymmetrical striped skirt topped with an African inspired pop-art brushstroke print tunic with a quick visit to Zara. And if it isn’t near exact copies they are providing, at least you can pick up the trends à la mode that you need to complete your seasonal wardrobe checklist. Sweatshirts, midi skirts, crop tops and fringed everything are all being produced and sold at lightning speed.
Just how fast is it? Well you better log on quick, because as we speak the full midi skirts at H&M just sold out. The more avant garde and high octane the look is, the faster it sells out. It also doesn’t hurt that these pieces are being churned out virtually a couple weeks after the trends are shown on the runways. It is a spoke in the wheel of instantaneous gratification and consumerism moving us forward, one which is nearly impossible to get off of. Some may be against the permeation of the runways and deem it a travesty, but I don’t see it that way. If we can indulge in floral bomber jackets, cool kimonos, larger-than-life midis, and the fringiest accessories around, without breaking our credit card’s sweat, then why not?
Céline Spring 2014
A.L.C. Spring 2014
Burberry Prorsum Spring 2014
Prada Spring 2014