In recent years, there has been a global explosion of ultra-fast fashion, a fashion system that is distinguished by its increased production speed and more affordable pricing. But what do the Italians think? STILEO, Italy's leading fashion search engine with over 7 million monthly visits, investigated the topic in the latest edition of the Fashion Research 2024 report, where it analyzed the purchasing habits (and beyond) of users in Europe, revealing Italians' attitudes toward this fashion consumption model. According to the report, 79% of Italians are familiar with the big e-shops in this category, with 63% having made at least one purchase from e-commerce, while 19% have never bought in this sort of online shop and have no plans to do so in the future.