The Fast Fashion’s industries disguise into luxury fashion

Everyone has heard of the fast fashion industry and it’s corporations like, Zara, H&M and Bershka, but have you noticed how different they look lately? Zara, for example, which once presented bright colors, and affordable garments, now sells minimalism, muted colors and overpriced tags. So, are brands like Zara repositioning themselves within the luxury market.

With the rise of the “quiet luxury” aesthetic, sustainability awareness, and the revival of vintage shopping, “Fast Fashion” becomes a name these labels don’t want to be known for, because the term has undertones of cheap labor, overconsumption and un-sustainability. Instead, their rebranding as “luxury in disguise,” using high-end supermodels in stylish campaigns associated to designer houses like Prada, Saint Laurent, Gucci or The Row, as well as the collaborations with notable designers and photographers, creates this illusion of status and high fashion, but in a more “affordable" way.

The issue with this is that even with this illusion of chicness, and climbing prices, the quality never actually, matches the price tag. A $150 button up shirt, that has a similar silhouette to The Row, is probably still going to be made out of 100% polyester, nylon, or viscose-which all derive from plastics, that cost nothing to make.

So, what are you actually paying for? Aside from a couple better-quality items from collaborations with renowned designers and celebrities like Ludovic de Saint Sernin for Zara, Giambattista Valli for H&M, and Kate Moss for Zara as well, most of what you are paying for is the image, the flashy branding and the expensive campaigns.

And if you are looking for something more affordable, and want to buy something chic, with a similar silhouette to Saint Laurent, there are far better options than what fast fashion brands are selling you, which is an illusion that you will have to re-buy after a month because of the poor craftsmanship, materials and stitching.

Many of these options cost almost the same or less than what you are paying for at these stores, the only difference is, the items are made to last, using natural higher quality textiles like cotton, cashmere and wool. And not just this, but you might also find an old, unique archival or designer piece to add your closet, that you paid half the price for.

You might be asking yourself, were to find these alternatives. The best places to look are vintage shops, markets, and websites like Vestiaire Collective or Hardly Ever Worn it, which offer a range of pre-loved vintage items at different price points-which are often more unique, authentic and made from much better textiles that range from basic and casual to couture and designer.

If you have not already, check out our other blog post!