This research points out the recent transformations in the fashion industry through the analyses of the strategies used by companies to implement the fast fashion system. Growing phenomenon in the clothing industry, fast fashion has as its main feature the acceleration of production by multiplying the amount of collections. Its purpose is to stimulate the speed of consumption in order to dispose the rising production, thus ensuring profitability of companies. The changes in production and strategies triggered by the implementation of the system respond to changes in the configuration of the capitalist mode of production. Based on the Marxian critique of political economy, we seek to understand the fast fashion phenomenon relating it to key features of late capitalism, the current moment of development of the mode of production. Late capitalism is culturally expressed in what David Harvey (2007) called condition of postmodernity and has the flexible accumulation as accumulation pattern. Starting from the central hypothesis that the emergence and expansion of the system result from demands imposed in the sphere of production and not of consumption, we consider fast fashion the fashion presentation in the condition of postmodernity. We seek to define how changes in the production process to accelerate of capital turnover, precarious employment, the deterritorialization of production and the trend towards concentration and centralization of capital - striking features of late capitalism - perform at fast fashion. In addition, through the analysis of an important strategy used by large clothing retailers, the signed collections, we investigate the production of the symbolic value of fashion product.