There are serious social problems caused by fast fashion such as unsafe working conditions, waste and negative environmental impact. The “Chronic is Iconic” is the immersive temporary store installation which displays what fast fashion truly is and confronts the customers with their bad habits.

From research, we find out about “sensory marketing” which fast fashion stores use sensory aspects to encourage customers to consume more. They often use the clear layout of the store (sight), slow music to keep customers staying longer (hearing), creating opportunities to touch products (touch) and use smell to attract people (smell).