SLOW FASHION has started as a counter movement to Fast Fashion, which uses cheap materials and underpaid workers to create design. By drastically reducing the costs and, more often than not, focusing on quantity on the expense of quality, the new trends are hitting the stores at an incredibly fast pace, sometimes less than three weeks after the runway show.

Slow Fashion, therefore, is the conscious choice to buy less often and invest in quality products that have been made with an eye for workers, product and the planet. A purchase is seen as an investment in a timeless and ethically made wardrobe. The process of Slow Fashion is a slower one - like the name says it - in which the products are made ethically, with an awareness for the environment, and not driven by the trends of a season. Slow Fashion garments are created in good working conditions, the workers are paid fair salaries and the fabrics are higher in quality and more durable.

Trends change so quickly that we barely have any time and mental space to look at other details. We buy a lot and have to constantly be in line with the trends, which sometimes costs us our identity. We are driven by what is new on the market and, in the process, we lose track of what we really like; we allow ourselves to be defined by the trends, and not by what is important to us, what stories we produce in our inner world. Established fashion names are also struggling with this as they need to produce and deliver at an incredibly fast pace. Quoting Alessandro Michelle, one of the Gucci designers:

"Resist the mantra of fastness which leads to losing your self. Resist the illusion of something new no matter the consequences."