Adriana Pereira

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The fashion industry is obsessed with the wrong kind of speed.

We talk about "fast fashion" as if the problem is just the supply chain. It isn't.

The problem is the speed of thought.

I spent a decade watching brands move at the pace of their own bureaucracy.

Six months to design a collection. Three months to shoot the campaign. Two months to realize the market has already moved on. That's not a business model. That's a slow-motion car crash.

AI doesn't just make things faster. It makes the "wait" obsolete.

You test 50 concepts in a morning instead of 5 in a month.

You build a brand identity based on data, not just a "hunch" from a director who hasn't left the office in weeks.

You produce only what the world actually wants.

The old guard calls this "losing the soul" of fashion.

I call it finally finding a brain.

Because here is the truth: a soul that requires a $100k photoshoot and a mountain of unsold inventory to exist isn't a soul. It's an ego.

The future belongs to the creators who can think faster than the machines can render. Are you one of them?

I'll be diving into the "Speed of Thought" framework at the Digital Fashion Summit next week. If you're in London, let's talk about what's actually holding you back.

📅 14th April, The Standard, London

🔗 Register here: https://digitalfashion.com/summit

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