the concept of slow fashion is however not without its controversies, as the imperative of slowness is a mandate emerging from a position of privilege. to stop consuming "fast fashion" strikes against low income consumers whose only means to access trends is through cheap and accessible goods. those who are already having a high position in society can afford to slow down and cement their status and position, while those on their way up resent being told to stay at the lower rungs of the status hierarchy. another obstacle that the "slow fashion" paradigm is facing is related to consumers' behaviour towards the consumption of fashion and specifically clothing . in fact, sustainability conscious consumers, that usually take into account social and environmental implications of their purchases, may experience an attitude-behaviour gap preventing them to change their consumptions habits when it comes to choose ethical clothing. purchasing fashion is still perceived as an action connected to social status and it is still strongly emotionally driven.