From flashes to lifecycles

Production and marketing of fashion are organized into very short cycles of substitution with overconsumption of styles, attention and people. Collections are short-lived, and the window exposing models is soon closed. Revitalization and replacement go hand in hand, but the couple seems to become increasingly out of time and at odds with a new cultural awareness calling for restructuration, holistic views and regenerative practices for a common good (Buckton et al., 2023). Naturally, for the industry’s changes to appear as authentic, they need to include the practise of marketing. For this purpose, this article will contribute to defining the concept of prosperity fashion from an interdisciplinary perspective by untangling the narrow visual marketing narrative intertwining fashion and youth and exploring the possibilities for widening the scope to including mature people as an integral, aesthetic part of fashion branding. Furthermore, it will suggest central discursive building blocks in the aesthetic construction of the industry’s position as part of a natural world of longer and more natural lifecycles.