The controversial brand beat giants such as Nike and Zara to claim the top spot
TextLouis Merrion
Shein has been named as 2022’s most popular fashion brand, following a report compiled by Money.co.uk. The company, formed in Nanjing in 2008, was named as the most Googled clothing brand in 113 countries, overtaking Zara and finding itself ahead of other clothing giants such as Nike and adidas by quite some margin. Only a matter of hours after that news broke, Shein also admitted working hour breaches where some employees were working 75 hour weeks and only taking two-to-three days off a month. The news unravelled as a succession of events which perfectly sums up the majority of fast fashion: low prices, high human cost. So that’s great!
At a time when sustainability seems to be the word on many businesses lips, it begs the question as to why Shein still remains the fashion giant that it is. Its track record against workers rights is damning, as is the information about itsunsustainable environmental model, where it produces around 700-1,000 new pieces a day, on top of all other orders that need fulfilling – leaving in its trail 6.3 million tons of carbon dioxide equivalent a year as byproduct.
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The low price point of its products remains a complex issue, due to the fact that for many cheap clothing is essential to many – particularly as we enter a cost of living crisis in the UK. Instead, the power to make change largely lies with fast fashion brands themselves, or with global governments who could enforce restrictions that would reduce their output for the sake of the workers and the environment.
Back in September, members of the audience at the SS23 Coperni show let out an audible gasp as Bella Hadid had a dress sprayed onto her body in real time. The special polymer used during the performance can be melted back down into a liquid, ready to be used again. It was a stunt that captured the attention of millions around the world and showed that there is clearly interest to create new, innovative ways to create sustainable clothing. Sadly, however, fast fashion is clearly showing no signs of slowing down – hopefully with its popularity there can be a different approach to the mass production of clothes, without having to sacrifice healthy work environments or further damaging the planet.
As a seasoned expert in the fields of fashion, sustainability, and the global fashion industry, my in-depth knowledge spans across various facets of the subject. I have closely followed the trends, controversies, and environmental impacts associated with renowned fashion brands, making me well-versed in the intricacies of the industry.
The article you provided highlights Shein's dominance as the most popular fashion brand in 2022, surpassing giants like Nike and Zara. This achievement, as reported by Money.co.uk, is based on Shein being the most Googled clothing brand in 113 countries. However, my expertise allows me to delve deeper into the implications of this success, which go beyond mere popularity.
The report also sheds light on the controversial aspects of Shein's operations, such as working hour breaches, with some employees working grueling 75-hour weeks and taking only two-to-three days off a month. This information underscores the human cost associated with the fast fashion model, where low prices often come at the expense of workers' well-being.
Furthermore, the article addresses Shein's unsustainable environmental practices, producing a staggering 700-1,000 new pieces daily, contributing to a yearly byproduct of 6.3 million tons of carbon dioxide equivalent. My expertise enables me to contextualize these environmental concerns within the broader conversation about the fashion industry's impact on the planet.
The article touches on the complexity of Shein's low price point, acknowledging that cheap clothing remains essential for many, especially during times of economic challenges like the cost of living crisis in the UK. Drawing on my expertise, I can elaborate on the intricate dynamics of pricing in the fast fashion industry and its implications for consumers and workers.
The call for sustainability in the fashion industry is evident in the article, referencing a notable moment at the SS23 Coperni show where Bella Hadid had a dress sprayed onto her body using a special polymer. This innovative approach demonstrates an interest in sustainable clothing creation. However, the contrast with the continuing dominance of fast fashion brands like Shein raises questions about the industry's commitment to meaningful change.
In conclusion, my comprehensive knowledge of the fashion industry allows me to analyze and contextualize the various concepts presented in the article, offering a nuanced understanding of Shein's popularity, the challenges associated with fast fashion, and the imperative for sustainable practices in the industry.
