In a time where fast trends and shorter product lifecycles are dominating the clothing industryfashion companies must constantly deliver revolutionary products in order to survive. Theconsumers are more demanding than ever before and collections that used to be released twicea year are almost nothing but a memory lost. Some companies are now releasing theircollections continuously and have abandoned the seasons completely. Media has put attentionon the speed that the fashion industry is moving in now and asks whether we can expect it toimplode?The purpose of the thesis is to establish how the creative process in a company operating onthe Swedish or the Danish clothing market is affected by external factors i.e. the everdecreasing life span of products and consumers becoming increasingly savvy, amongst manyother factors. It also attempts to determine whether what the media is broadcasting isconsistent with how designers experience the evolution of the clothing industry in this area orthe world.This study is conducted using a qualitative research method with a deductive approach. Basedon the theories collected empirics were formed relating to the subject. The empirics werecreated through qualitative interviews conducted with respondents from four differentcompanies. The companies and the respondents have been chosen with a non-probableselection in order to obtain varied and relevant empirics. The data gathered from theseinterviews was then analyzed and compared to the chosen theory to ascertain patterns ofsimilarities or dissimilarities.The drawn conclusion is that the creativity suffers on account of many different factors, forexample; stress, organizational structure, freedom within the organization and sales. Theworry that has been expressed in the media is justified and the workload has partly increased.The study also showed that the designers wanted to follow their own path but had to considerthe consumer’s wishes and the demands of the company. / Program: Textilekonomutbildningen