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Nowadays fashion industry is undergoing a grave crisis caused by its incapability to comply with the ongoing acceleration in new ideas and goods production. At the same time fashion surprisingly faces overproduction and huge volumes of goods that become obsolete significantly faster than unfit to use which harm environment. That is why today one of the main goals for all of the fashion market’s participants is the sustainable development of fashion with the use of innovations. The latter are supposed to either fully overcome or significantly reduce negative impacts.The objective of this article is to develop an answer to the issue whether the deceleration in fashion and its further sustainable development could be achieved by introducing innovations. The authors address fashion as one of the most typical phenomena representing the culture of modernity, therefore, the answer to the issue requires considering fashion in terms of theories that describe the principles of modern society.The article suggests considering the ongoing acceleration of fashion in terms of a contemporary theory on the culture of modernity which originated from the so-called Ritter School. The basic concepts of this theory are described in works of one of the School‘s main representatives – Hermann Lübbe. In his work, “Im Zug der Zeit: Verkürzter Aufenthalt in der Gegenwart”, Lübbe describes the key processes and phenomena of modernity which according to the authors of this article are typical of modern fashion industry as well.The article considers the key features of modern fashion industry – high velocity, diversity, liability to both technological and artistic innovation, short life span of its products and vast museumification – in terms of Lübbe’s theory. The authors emphasize the main course of innovations in fashion – its digitalization. It is predetermined by the ongoing Fourth Industrial Revolution. The article observes digitalization‘s impacts on fashion industry. Considering these factors in the whole allows forecasting the direction the fashion industry is likely to take in the future according to the theory.

Fashion industry: a transition to sustainability or a new acceleration?