This paper explores fashion as the ’Economy of the Ephemeral’, focusing on the cyclical and impermanent aspects of fashion through the scope of consumerism. Chapter I, ‘Bloom,’ analyses the historical roots of fashion’s seasonal system and its evolution into a rapid, ever-changing matter. It delves into the profound impact of technological advancements and production innovations, which have not only accelerated fashion’s cycles but have also fostered a disconnection from the natural rhythm of seasons, profoundly altering the ecological landscape. Chapter II, ‘Decay,’ focuses on the Maison Martin Margiela 9/4/1615 exhibition, held at the Boijmans van Beuningen as a case study for the impairment of fashion matter. The exhibition presents a time-based narrative that explores the interactions between living organisms, materials, and the museum environment. This paper offers a comprehensive exploration of the interplay between time, consumerism, and the impermanence of fashion. Therewith it encourages a deeper understanding of the cyclical patterns that extend beyond the traditional notions of bloom, and aid in encompassing the significance of decay.