Fast fashion is built on speed: faster production, faster trends, faster disposal. What once moved through seasonal wardrobes now moves through weekly drops, leaving behind a system where clothing is treated less like craft and more like temporary content.
The scale is hard to ignore. The Ellen MacArthur Foundation has described the current fashion system as largely linear, where clothing is made, worn, and discarded, with enormous volumes of material burned, buried, or lost from use. The World Economic Forum has also reported that clothing production has doubled in recent decades while the average time garments are worn has fallen significantly.
This is not just an environmental issue. It is a design issue. When clothes are made to be cheap, trend-led, and short-lived, waste is built into the garment before it is ever worn. Low-quality materials, blended fibres, weak construction, and overproduction all make fashion harder to reuse, repair, or recycle.
At Dorna Milan, we see this as the beginning of a new responsibility: to slow the system down, to design with intention, and to create garments that hold value beyond one season. The future of fashion cannot be more of everything. It has to be better from the start.
