We live in a world of instant gratification, we can order a coffee and food at the swipe of a button within any app;  obtain any type of information with a few strokes of the keyboard and have the latest gadget shipped overnight via FedEx. Fashion is no exception. Retailers like Zara, Target, H&M, and Forever 21 have produced the concept of Fast Fashion and seems to be dominating the fashion world.

These stores have mastered “fast fashions” by producing new and trendy collections at a fraction of the price and time of higher priced retailers. Low prices and  quick accessibility of cute and trendy pieces are a successful and attractive concept of “Fast Fashion.” Many of these stores mimic the looks of the runway and high end stores like J.Crew, and make it affordable and at the ready to for the latest collections.

The industry of fast fashion is also  attractive because it gives the shopper a sense of being “a la mode” (in fashion) all the time by experiencing the latest looks, trends and colours  at a fraction of the price. A blouse at a higher priced retailer that costs $90;  whereas “the look for less” version can be purchased for about $25. Now, who doesn’t love to be fashionable at a bargain. Even though I’m always on the hunt for a good bargain and intrigued  trends; I will continue to invest in the classics that are timeless and chic.

Two of my favorite fast fashion retailers are Target and Zara, where I get to play with current trends, colours, fabrics and the occasional blazer without investing a lot of money and time. However, fast fashion does have a down side, especially if you’re purchasing the bulk of your wardrobe is made up of fast fashons. It can cost more in the long run because, you will need to replace the more routinely worn pieces. Your individual style can get lost if your look is a walking billboard of the latest trends. Dressing in all trends can also make you look dated and like you’re trying too hard to be fashionable. True style should be personal and seem effortless.

Fast Fashion does have some cute and fashionable pieces which can update and transition your wardrobe but like all things, trends need to be consumed in moderation.