Real Time Fashion

In fact, it is the evolution of what was called fast fashion. At that time it seemed that fashion could not go any faster, but real time fashion has arrived to show that we still have a long way to go.

It is about taking fashion from fast to immediate, to real time. It is not that the garment is tailor-made and delivered on the spot, it is not exactly that way. We are really talking more about interpreting, planning and even inducing trends. Some of these eCommerce companies rely heavily on influencers to power their business model.

For companies that have embraced this model started by the Chinese eCommerce Shein in recent years, collections as we understood them no longer make sense because they do not meet the criteria of immediacy. Even in cases such as Iaagam's, it is produced on demand as many times as the market will absorb.

We have already mentioned that fast fashion favors the fact of using and throwing away, which generates a lot of waste that is not always recycled or recyclable.

If we talk about real time fashion, even in cases where sustainability of producing almost on demand, avoiding overstocks, is defended, the reality is that these problems become even more serious. We can say that the higher the speed of consumption and production, the lower the sustainability.