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Is it finally the end for fast fashion and the start of a new era?

When Covid-19 hit, stores were closed down and sales plummeted. With consumers looking to keep a stronger hand on their finances amidst the unfolding uncertainty, we have witnessed an acceleration of engagement online and a shift to e-commerce. People are watching how a brand is responding to the situation and whether they are creating good and serving the community. With consumers making far more considered choices about where to spend their money, a positive reputation could be seen as a brands biggest asset right now. In the UK, for example, ASOS have donated thousands of items to the NHS including hand creams and clothing and offered 20% discounts to all medical workers. They've provided

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