‘See now, buy now’ sees an industry divided as Italy’s Fashion Chamber rejects instant fashion

London - Debate concerning the current affairs of the fashion system has resulted in the rise of the direct-to consumer business model. Whilst a number of global fashion houses, such as Burberry, Vetements, Tom Ford and Tommy Hilfiger, have announced their intentions to break away from the traditional calendar to cater to consumers need for instant gratification. Others such as Kering and France’s governing fashion organization, which represents the likes of Chanel, Hermes and Saint Laurent have all voiced their firm opposition to uprooting the system.