Attention deficit fashion

Using a post-postmodern perspective, we offer a framework for analysing the current social and industrial practices that have resulted in the rapid turnover of clothing purchases and styles. ‘Attention deficit fashion’ (ADF) is the result of a youth-driven marketplace that relies on consumers who regularly use technology to share images of themselves in clothing. Wearing the same clothing item in another image is a social faux pas so the item is discarded and new items are sought. The result is what we call ‘micro-trends’, or subtle changes in aesthetic preferences that are limited by geography or demographics.