While the term fast fashion almost exclusively refers to mass market retailers like Forever 21 and H&M, this is not entirely accurate. This fashion month, in particular, is proving to be an interesting one in terms of the speed of fashion. It is a common industry practice for stars and starlets to attend designers' shows in wares from the collection being shown, but it seems that such runway-to-red carpet rapidity and beyond is no longer limited to this scenario. While editors (think: Anna Wintour and Anna Dello Russo, etc.) are largely exempt from the standard fashion timetable, they are not the only ones anymore.
Rihanna, for instance, stepped out in a sweatshirt from Alexander Wang's Spring collection 3 days after his runway show; model Karlie Kloss in a dress she wore on the Cushnie et Ochs runway, 5 days later; and creative director Sofia Sanchez Barrenechea in Mary Kantrantzou, less than a week later. Blake Lively sported a look from Gucci's Spring collection 3 days after the show. Joan Smalls was spotted in a dress from Prabal Gurung's Spring collection a week after the designer's show and Hailee Steinfeld also in a Prabal Gurung S/S 2014 dress, just two weeks after the show. Two weeks seems like a long time in comparison.
It's not as if these designers do not have dozens of dresses sitting in their respective public relations companies' offices or an enormous archive of looks, that starlets can choose from. Instead, they are choosing to push fashion ahead in quicker. I am not criticizing these brands, as they are very likely just reacting to the ever-increasing speed of fashion and the need to continually look forward and innovate. Instead, I am interested in the purpose and what the inevitable side effects of such rapid turnaround of high fashion will be. Is this what designers looking to keep up with the high fashion status quo looks like?
Christian Dior's creative director Raf Simons recently addressed the increased speed of fashion, saying: "I'm very scared sometimes that fashion might attack its own magic by the amount of exposure. Is this normal, the speed of fashion? In the '90s, when a designer showed something, you had the patience to wait until it was in the stores. That had a lot of romance and mystique to it. If you want something and you have to wait for it, you enjoy it, probably, longer. If it's just thrown at you the moment you like it, how much are you going to still desire it?" Do you agree with Raf? Does such instant gratification (of sorts) affect your view of fashion?