There are a few things that have thrived in lockdown. Sourdough starters, banana bread and independent fashion to name a few.
With brands like Molby, a slow-fashion label started in lockdown, selling out collections in six minutes, the rise of slow and vintage style on Instagram has been unprecedented – and for good reason. More and more of us are keen to invest in smaller brands that are kinder to the planet and to employees. That they're largely female-founded and also make fun, interesting clothes that last longer than a Boohoo trend makes these firms especially desirable, their being a little under-the-radar only serving to lend extra cachet.
But in using Instagram and TikTok as their primary platform, social media has become essential for these smaller brands' successes. And what happens if that platform disappears overnight?
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