Coined by Kate Fletcher of the Centre for Sustainable Fashion, slow fashion is the opposite of fast fashion, and instead of focusing on cheap over-production it considers the processes and resources required to produce clothes in a sustainable way. Consumers are encouraged to buy less, reduce consumption and purchase better quality garments that will last longer. Slow Fashion also focuses on "style" rather than "trends" meaning that individual senses and tastes should be developed instead of blindly following fast-moving trends.