We will not invent a bicycle by saying that over the years our world has become obsessed with speed. We want the fastest of everything: the fastest cars, the fastest internet connection, we want rapid answers to our questions and get mad at Google for taking several seconds longer to answer us, and yes, we just can’t do without fast food, and now also “fast fashion”, a new emerging trend inspired from everything connected with fast food and supermarket goodies. Today, this obsession about speed can be seen in the fashion world as well. In recent years, fashion has begun to change too quickly, too rapidly. We barely have time to get used to one trend, and it is replaced by another one, which is no less bizarre and interesting. The culture of fashion consumption has reached a high point in its development and we have the recent shows at fashion weeks, as well as reports about the street style of the people attending those shows to prove this.
Comparing the developments in today’s fashion world with those of previous years, we notice a world of difference. Not long ago, as you can remember, the designers produced two collections a year, and we had to wait for months to see the photos from the catwalks. Today, however, the clothing assortment in boutiques is updated every 2 months, and designers keep on releasing one collection after another: two main seasonal collections, cruise, couture and capsule collections. Besides that, the images from the newest collections of the designers appear on the Internet almost at the same time as the model has entered the catwalk.
So what is the reason behind all this haste and hurry? What motivates designers to update their collections so often? We say fear! The designers are afraid that once a month or two have passed after their new collection has been presented to the demanding public, it will become unfashionable and not be apt for “consumption” anymore. In other words, designers are treating their creations as food items with “best before” labels on them. And we weren’t even surprised when Karl Lagerfeld, the head designer of Chanel and Fendi, suggested taking fashion as a consumer product. He, however, did this in a non-verbal way: the 81 years old designers turned the new Chanel fall 2014 collection presentation into a real show where the guests invited to the show found themselves in makeshift supermarket. And we could tell that the audience loved it, finding lots of items inspired from food and supermarket products.
Yet another master of fast fashion is Jeremy Scott, who showed his first collection for the Italian house Moschino this spring. Whether it was the coincidence in the first letters, or really Scott’s love for fast food, the designer presented to our attention a collection entirely inspired by “the true king” of fast food world. Yes, we are talking about McDonald’s.
Scott, however, was not the only one to design a collection inspired by consumption items. Anya Hindmarch, whose fall 2014 collection we remember for those Kellogg’s inspired bags and bags with prints of washing detergents and Swan matches, believes that it is important to find “beauty in the banal”.
While we think all these ideas and designs seem rather interesting and out of the ordinary, we also keep asking ourselves one question: is this what fashion today has come to be about? Because sometimes, everything really IS better in moderation!
Photos courtesy of Instagram, Vogue