It’s June. The Rush to Fall Fashion Is Killing Summer Before It Even Starts.

Can we please breathe summer air ?

You’re sipping iced matcha, mentally clocking out because for the first time in months, the sun actually sticks around after 8 p.m. You finally feel that elusive hit of serotonin - the one that comes with bare skin, flowy dresses, and a warm breeze. But then - poof : your feed hits you with an ad for cozy boots?! Fashion, we need to talk.

The obsession with what’s next is robbing us of what’s now. Every June, without fail, the industry starts whispering about fall before we’ve even had our first real beach days. Transitional knits. Pre-Fall pop quizzes. Cashmere “investment pieces.” No, thank you. We are not emotionally ready. Most of us are still crawling out of hoodie season, still nursing springtime allergies, still defrosting. And yet, fashion is already selling us the next season’s identity, when we haven’t even stepped fully into summer me.

It’s not just exhausting, it’s disrespectful. Because summer is holy for all of us.

It’s slow mornings and €4 rosé in plastic cups. It’s bike rides with no destination. The return of house music playlists, tan lines, and sunscreen-sticky books. Summer is emotional permission to relax, to dress down and still feel radiant. And now we’re supposed to interrupt that just to prep for pumpkin spice and wool-blend trousers? No. We reject the timeline.

The fashion cycle isn’t just about selling clothes anymore, it’s literally about selling time.
The industry is addicted to what’s next. To what’s “coming soon.” We’re constantly nudged toward future versions of ourselves, instead of sitting with the present one. 

Please, let summer be summer. Let your body breathe before it gets layered in coats again. Fashion, when it’s good, inspires us to feel alive in our own skin. It should reflect our moods, our weather, our reality. If you’re sweating through your linen shorts on the way to a park picnic, why are you being sold a winter coat?

We don’t want to think about the next season until summer stops hitting. Let the Flip-Flops stay out. Let the swimsuits dry on the balcony. Let your phone gallery be full of sun-bleached moments, in summer nothing but summer fits and thoughts. We’re not in Pre-Fall. Bye social media advertisements, vamos a la playa.