Fashion like food, is now fast. The two main seasons are punctuated by micro-trends and mini-seasons (anyone up for the cruise collection? Me neither). Throwaway design is the name of the game. Don't have something to wear out after work? Never fear. Get it on the high street and chuck it away within weeks. It was only a tenner after all, right? It's the fashion equivalent of fast food.
But there's a slow fashion movement being championed by Dane Rigetta in her virtual department store appropriately named Slowfashionhouse.com. And she's just added a bathroom to her house, making it one of the first of the so-called slow beauty stops online. Sure, there are shops in 3-D where you can browse in a leisurely fashion, but this is the internet is still only such place where you can browse without being accosted by a commission-hungry sales woman and her layout (while foreign and possibly hard to navigate for some) is refreshing.
It's small, carries a select few ranges and mono-products (all suitably obscure) and makes for a completely different sort of online browsing experience. You move around a room, from table to table instead of being presented with the pages upon pages of product images in a grid that we've become so accustomed to browsing online. So far, the brands this virtual bathroom carries are: Tweezerman, OPI, Lavandal, Hermone, Avivir Aloe Vera, Imedeen, Botanical Extracts, EO, Honore de Pres, Ineke, Oromi Therapy and Kaeline. In fact, it's pretty much a hotbed of Scandinavian beauty products with a few exceptions. Get your skincare, aromatherapy, perfume, supplements and nails taken care of in one go. However, one of the original brands on the site, Nascent Organic, is no longer available, so for that Danish skincare brand you'll need to visit their website.
Visit the virtual department store at Slowfashionhouse.com here and take a trip to the bathroom for some good niche beauty shopping. It's a great place to discover new and unusual brands (especially of the Scandinavian ilk) and you feel more accomplished after a browse rather than as if a time vampire has sucked away your lunch hour without you even taking notice.