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.