The term “fast fashion” is so frequently used nowadays that it seems to have lost its meaning. What once referred to a model of production is now used to differentiate between good brands and bad brands. Meanwhile, nearly every brand is producing at a quicker pace than the once-standard fashion calendar. How should we be classifying brands now? What does the term “fast fashion” really mean? What is considered “normal fashion” or “slow fashion”? How are brands like Fashion Nova and Boohoo, giving fast fashion a bad reputation? And, should H&M or Chanel be associated with that reputation?