The traditional cycles of fashion trends, consumer buying patterns and clothing manufacturing no longer exist in the fashion industry – fashion is ‘now’ in all its capacity and its current pace brings with it a variety of side effects. A traditional fashion cycle refers to the processes of adoption and rejection of a particular trend/activity etc. We will discuss how this definition has evolved in the today’s fashion digital era. We will investigate how digital and technological developments have affected today’s fashion industry from a media, consumer and retail perspective. We will assess the growing importance of social gaming and community to the fashion industry. We will examine social shopping, instant gratification and the saturated world of fashion information and moving trends. In conclusion, we will discuss whether we will be able to sustain the current consumption of information and flow of material and how best to operate in this new world.