Slow Fashion: Concept & Meaning

Slow Fashion: Concept & Meaning

Over the years, runways across the globe have been addressing environment concerns one theme at a time including Sustainability, Zero Waste and Slow Fashion. However, in the last few years  there has been a wave of change sweeping across the fashion industry, where an increasing number of brands are rejecting the charm of Fast Fashion adopting a new ideology of SlowFashion.

The Term

The expression “slow fashion” was coined in a 2007 article by Kate Fletcher published in The Ecologist, where she compared the eco / sustainable / ethical fashion industry to the slow food movement.

The Meaning of Slow Fashion

When we talk about the fashion industry, the present phenomenon, is labelled fast fashion: trends that change every season, clothing and accessories that are available affordable but low quality and therefore end up in the trash in no time. Fast fashion is described as “low cost clothing collections that mimic current fashion trends.”

Slow fashion developed as the alternative to fast fashion and as part of “slow movement”, advocating for principles similar to the principles of slow food, such as good quality, clean environment, and fairness for both consumers and producers. SlowFashion is an awareness and approach to fashion, which considers the processes and resources required to make clothing, particularly focusing on sustainability. It involves buying better-quality garments that will last for longer and values fair treatment of people, animals and the planet.

Few basic features of Slow Fashion Brand

  • Made from high quality, sustainable materials
  • Often in smaller (local) stores rather than huge chain enterprises
  • Locally sourced, produced and sold garments
  • Few, specific styles per collection, which are released twice or maximum three times per year.

From top end to small scale designers the values that make up the SlowFashion movement suggest a complete overhaul of consuming and production.  This approach has inspired many changes in recent years, particularly in the production of clothing, but also in consumer behaviour. SlowFashion has seen increasing support in the last few years, with an awareness from consumers demanding higher sustainability and ethical standards.


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