Shein vs Zara: proof that fast fashion is truly ruthless

The Amazon of the style realm stands accused of copying its retail rival after dozens of images were shared on social media showing virtually identical garments from the two outlets. Here’s why this paints a terrifying picture of the Earth’s future.

A year ago, I asked where we were in the ongoing fight against fast fashion after seeing numerous headlines touting its demise.

Almost a year into the pandemic by this stage, these bold claims splashed across the pages of newspapers, business journals, and style-focused publications weren’t all that surprising to me.

This is because, at the time, the industry was deep within its supposed ‘reset period,’ whereby brands were appearing to reflect on the extent of their negative impact on both people and planet in coincidence with the world coming to a sudden halt.

Back then, my conclusion centred around a reluctant acceptance that while conscious consumerism was indeed on the up — and remains so to this day — the mass-production of trend-led clothing designed to be sold at reduced prices would most likely never cease to be.