The term ‘Fast Fashion’ describes a retail model of distributing fashion design trends both quickly and cheaply to a mass audience. Besides its distribution related meaning the term basically refers to the speed of how fast designer clothes seen on the runways around the globe get copied and interpreted by today’s mainstream retail stores. The philosophy of fast fashion producers is to give less affluent but fashion interested people an opportunity to shop contemporary designs to a reasonable price. ‘Zara‘ has always been spearheading this approach, although there were other brands before, such as ‘Benetton‘, trying to push the concept into the fashion market. Today, fast fashion retailers surround us everywhere through brands like Primark, Forever 21 or H&M. The latter caused sudden upheaval when it announced its first fast fashion co-operation with a high-end designer in 2004, featuring a special Karl Lagerfeld edition at selected ‘H&M’ stores.
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