The world’s most popular fashion brand for 2022 has been named, and it’s depressing for those trying to save the planet. Shein, fast fashion e-tailer from China, has just taken first place in the ranks of the world’s most favoured fashion brand…but why?
We’re all aware of the multiple degrees of controversy surrounding the fast fashion giant. From design theft to unethical working practices, high levels of toxic chemicals in wares, and user data exploitation. With a track record like this, how has the fashion retailer climbed the ranks, and come out at number one?
Cost of living vs living sustainably
Unless you’ve made the conscious decision to shop more sustainably, you’re contributing to the fast fashion industry. Don’t get me wrong, we’re all guilty of it to some degree.
In a world where cost the of living is high, it’s easier on the pocket to purchase a pair of jeans from Shein than it is pay more for a garment made by a local designer with sustainability at the core.
The sad fact of the matter is, in a world where cost of living is always on the rise, we opt for whatever is most affordable. It’s not easy to shop sustainably when you must count the pennies.
There’s always the option of shopping pre-loved, but not everyone can curate a capsule wardrobe of pre-loved gems at a whim. It’s the kind of commitment that requires patience, time, and an eye for style…if you’re wanting to come out of it looking fabulous – which, let’s be honest, is a common goal for many of us. Can you blame us? Environmentalists say, yes.
The next best look, always
Even amongst the wealthiest, there are those who still aren’t opting for sustainability. The common thread that runs between us all? We love a new look.
Where other giants in fast fashion might produce new styles weekly or even a few times a week, Shein races ahead with a daily output of new looks.
To get a better image of how much clothing Shein produces, wrote Woman&Home’s Ashleigh Nefdt, imagine if you walked into a store, and the next day the entire store had all new stock. You go back the following day and it’s changed again, yet all the previous products are still available, and still being produced. You might think to yourself ‘how on earth do they keep switching everything up?’
The answer of course, is a heavy focus on production – yes, that’s where Shein’s unethical working practices come into play. According to the most recent insider, employee flow at Shein is simple. 7 days a week, 18 hours a day and the salary earns around two US cents per item (or just under 4 cents at the second factory).
So yes, the cost to your next fresh Shein look, comes at the hands of someone else.
A sad reflection of the world we live in
Is Shein’s rank as most popular fashion brand of 2022 a testament to their own success, or a depressing reflection of the world and current predicaments we find ourselves in?
Grabbing at anything with a low price tag because we’re forced to. If we’re not, we’re enslaved by the next best thing. A fact of reality we must all come to face, if we’re looking to make a change: there will always be a next best. We need to be exploring timeless, pre-loved items we’ll covet for life.
Here’s your cue to stop frequenting Shein. Try exploring a few sustainable fashion avenues instead…we’ve got a detailed guide on why and how to do so here.
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Feature Image: Getty
