i used to admire luxury brands and thinking spending a LOT on clothing and shoes are just how it should be. everything changes when you have your own family... mortgage... bills... how can one manage to feed their hunger for designer brands but still able to pay their own bills?? (other than working mega off their axx)
fast fashion save the world. (at least that's what i felt haha)
they are fashionable, affordable, exchangeable, trash-able, machine washable... etc. it saves me a lot of time when i don't have to try it on before i buy it as i hate these long queues at the stores, and if it doesn't fit me i can just go and change for another size or even product. i can buy a lot more items (with the price that i can only buy 1/4 of a branded dress) and play with them, allows me to do more mixing and matching.
it's even better when these brands do crossover campaigns... in the past they were always very successful, e.g. the Lanvin, Karl Lagerfeld and Stella McCartney x H&M, Missoni x Target, Mary Katrantzou x topshop (this is so exciting even it's not out until next feb). And when the trend of stylist/bloggers emerged they were asking models slash what you called i.t. girls to design collections for them, e.g. Kate moss x topshop, Alexa Chung for madewell... some of these i.t girls are so talented and... young... many are below 20 yrs old!! these i.t. girls are seen nowadays in many of the online brand stores, showing off their styling skills, attracting more followers. their influential power are not to be underestimated.
Mary Katrantzou x Topshop SS 2012
this whole trend about collaboration is what fashion is becoming: it is not just clothing, it's about lifestyle and to be unique. fashion is becoming more and more important to a wider range of audience. the new generation is confident and not afraid to share with the world what they like, and who they are. they have strong passion for fashion. i am looking forward to learning more from them!! :)