Fast fashion is a contemporary term used by fashion retailers to express that designs move from catwalk quickly to capture current fashion trends.[1] A second, critical definition adds that fast fashion is not only about quickly moving from runway to store to consumer, but also to the garbage.[2] Fast fashion clothing collections are based on the most recent fashion trends presented at Fashion Week in both the spring and the autumn of every year.[3] Emphasis is on optimizing certain aspects of the supply chain for these trends to be designed and manufactured quickly and inexpensively to allow the mainstream consumer to buy current clothing styles at a lower price. This philosophy of quick manufacturing at an affordable price is used in large retailers such as H&M, Zara, C&A, Peacocks, Primark, Xcel Brands, and Topshop. It particularly came to the fore during the vogue for "boho chic" in the mid-2000s.[4] According to the UK Environmental Audit Committee's repost "Fixing Fashion," fast fashion "involves increased numbers of new fashion collections every year, quick turnarounds and often lower prices. Reacting rapidly to offer new products to meet consumer demand is crucial to this business model.n