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An exploration of craft, culture, and fashion marketing in an era of overproduction. by Zara Natalia Hosein Why does fashion feel flat? Today, the big names are producing fashion that feels empty, lacking quality, and emphasising quantity. There has been such a heavy focus on people pleasing in the fashion industry, more specifically in corporations that work in favor of fast fashion. Fast fashion has led to recycled aesthetics and micro trends, giving consumers the idea that