A personal opinion.
For the past years, I have observed brands being born under the faces of famous influencers on Instagram or TikTok. These influencers often have built their personal branding (first) as a style influencer, posting their OOTD and fashion recommendations. They build and showcase their ‘taste’, eventually influencing their followers to want to be ‘like them’. Influencers or artists start building their own brands, be it make-up, skincare, or fashion.
On the topic of fashion, most of their products are not as cheap and of as low quality as common fast fashion products we see in shopping centres. Some of their products are even priced so high that only a certain group of people can afford them. As much as they prioritise quality over being ‘fast’, I’d argue that they create environmental impact as much as the common fast-fashion brands do.
One thing that I notice is that these brands still follow ‘seasons’ and launch new products accordingly. They call it ‘Series’. In Indonesia, we only have dry and rainy seasons, so fashion following the four seasons of spring, summer, autumn, and winter is irrelevant. However, these brands manage to find something to keep up with and constantly change their collection by introducing and releasing new series.