Prontisti

In fashion, the term has always been used to refer to those who produce clothing at a fairly fast rate, without following the classic seasonal programme. A term reserved for small businesses, whose size has allowed them to react quickly to current trends, setting themselves against bigger companies that work to longer timescales and plans, and often produce for third parties. In the light of the current upheaval of certain aspects of the market and the increasing speed of the turnover of fashions, even big business are investing in the the ability to quickly catch on to trends and include them in their production.