Design: Rodney Fitch
Design is crucial to the three-minute culture. Retailers will spend millions to fix their products and identities in our minds. It's the designer's role to capture the essence of the new and pass it on to the public before it withers into the old.
Michael Ignatieff explores the throw-away decade through the eyes of six leading players.
This week he talks to Rodney Fitch , chairman of Fitch and Co who says: 'Not all design is about classics. A lot of it is for the here and now and if things go out of fashion, so much the better, because they won't be appropriate in the future'.
Photography JEREMY HUMPHRIES Producer MARK HARRISON
Series producer AMANDA THEUNISSEN BBC Bristol