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Op-Ed | How Luxury Became Fast Fashion

Step by step, luxury brands have adopted the fast fashion model, with Covid-19 set to complete the shift, argues Liroy Choufan.
Luxury sneakers resembling Adidas’ iconic white Stan Smith tennis shoe | Source: @gucci, @louisvuitton
By
  • Liroy Choufan

Covid-19 has hit fashion sales hard. It is also driving the completion of a long but radical reboot that started 20 years ago, shifting high-end fashion away from its elitist, luxury traditions towards the logic of fast fashion targeting the masses by the millions.

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