A slow-burning Instagram trend for tailor made clothing offers one route towards less wasteful, better fitting, more unique style.
Scrolling through instagram you’d be forgiven for thinking that fashion is moving as rapidly as ever. Influencers change their looks for every shot, T-shirt ads flicker between banana bread posts and even scandal hasn’t dented sales at fast fashion giant Boohoo during lockdown.
Yet, at the same time, a slow-burning trend for made-to-measure clothes is emerging. Or should we say, re-emerging, given that clothes have been made-to-measure for most of history. And while made to measure clothing never went away in certain sectors – think Savile Row tailoring and couture wedding dresses - this is something different, with prices falling at the upper end of the high street. Using powerful visuals and diverse models, the focus is on size inclusivity, using sustainable, quality materials, and producing clothes in a slower, more ethical way with less waste.
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