ABSTRACT
This chapter explores the changes in everyday consumer practices from the point of view of the concept of time. Based on differences in the longevity of relationships between humans and things, author distinguished four concepts of clothing consumption such as permanent, transitional, fast, and sustainable. These concepts are products of societies with certain economic and technological conditions, norms and customs, as well as consumer practices. The chapter focuses on the dominant rhythm and its changes in socialist and postsocialist Russia with regard to the changes in clothing consumption. Gerasimova and Chuikina emphasized that; although the practices of repair are characteristic of any society to a certain extent, the economic and social contexts and the cultural meanings can differ significantly. Three key concepts of fashion discussed in the literature can be discerned in accordance to regimes of temporality: socialist permanent fashion, fast fashion and sustainable fashion. Transitional fashion easily produced new trends. Production was based on high-speed reactions to citizens' needs.
