When the world is trying to ease up on fast fashion, Amazon comes up with exclusive ranges only available for 30 hours. What!?

Amazon has joined forces with the likes of Paola Alberdi, Sierra Furtado, Patricia Bright and Emi Suzuki (so far), all with around 1m followers on Instagram. These influencers are designing exclusive ranges, inspired by the current fashion trends around the world in places like Paris, Tokyo and New York, that will be available on Amazon 'The Drop' for 30 hours (or less, as fabrics are limited). Each of their ranges will be pre-ordered and made according to your specifications and then shipped to you around the world. You can also purchase from their full range of staples including shoes, jeans, jackets and more to complete the looks that are launched with each collection.

Now I'm in two minds about this. Initially I was shocked and disgusted, that in a time when we should be focusing on ways to lessen our fashion footprint Amazon came up with such a blatant campaign to get us to all go wild and purchase exclusive one-off items as quick as we can. items that will only be available for a couple of hours never to be seen again. Sounds like a pretty exclusive club to be in, one that I can imagine is quite tempting to many consumers. A good ploy for sure.

Then I looked at this from another angle. The items are made to order, there is no excess stock being thrown away and a small run of material is being purchased so realistically, this is actually a pretty environmentally friendly way of creating a new way to shop. I doubt that there has been thought into whether the materials are environmentally friendly or sustainable, so there is always more they can do to help the disaster that is our current fashion industry. But it is certainly a step closer to controlling one of the biggest issues in fashion. Waste.

Yes it is a little gluttonous and no we don't need to shop like bargain crazed maniacs, but in a world where people are going to shop anyway, is this the new way to control waste and fulfil our inevitable consumerism?

I would love to hear your thoughts on this. Like everything that is a little controversial, there are many angles to look at this from and I'm curious which way the general public is leaning towards.

Also stay tuned for our next blog on an awesome shoot we did with Highland cows and a recycled, sustainable wardrobe. There is lots of plaid and gorgeous fluffy cows. If you haven't signed up to our blog you can do that here.