Fast fashion brands such as Pretty Little Thing create fashion influencer collections to rid themselves of surplus stocks. But is it right for influencers to label these clothes as their own and should brands increase their prices dramatically just because Molly Mae is written on the tag?
Pretty Little Thing recently released collections with A-list influencers such as Love Island star Molly Mae and the girl band Little Mix. There has, however, has been talk about whether they were any part of the actual design process at all.
According to some Pretty Little Thing customers on Twitter, they’ve previously purchased these same clothing items years ago which are now being re-released claiming their designed by a certain celebrity.
Fashion influencers and surplus stocks
All fashion companies produce clothes that don’t sell as well as others and to rid themselves of surplus stocks they’re using the face of an influencer. Influencers already have an army of loyal followers behind them who will support their every move. They are able to manipulate their followers to purchase clothes which they model through ads and sponsorships.
When we see our idol wearing a certain piece of clothing, we immediately want it, sometimes even when it has been available to buy for years. Influencers clearly have a massive impact on what we, as followers, consume. So, can you imagine the response to one of these influencers designing their very ‘own’ collection? Their fans would obviously go crazy for it and fashion companies know this.
Whether the celebrity designed the clothes or not, their name being associated with the clothing helps to sell the items, instead of them sitting in a factory collecting dust. So could say that influencers promoting these unwanted items as their own reduces waste and is therefore more beneficial for the environment?
The selling of these clothes means that they will have at least one life span of wear. Then, hopefully, they will be passed onto charity shops or sold again on the likes of eBay and DePop to find a new home. This encourages the rotation of clothes and trends, essentially reducing fast fashion.
OOTD influencers
Fashion influencers are sent New In clothing from all of our favourite brands, promoting a “throw away” culture in which we are encouraged to stay on trend. Making us feel like we’re always slightly behind the trends is a way to persuade us to buy buy buy.
Then, if we don’t see our favourite influencer wear it anymore then why are we still wearing it? The idea that you cannot outfit repeat. Although there is a rise in ethical influencers who promote sustainability, the majority of traditional influencers and celebrities don’t seem to do so.
Most of the time, it is the big names we hear on the telly that begin to work with fashion companies and we hardly see them promote clothing that gives back to the planet. Then, if we don’t see our favourite influencer wear it anymore then why are we still wearing it? The idea that you cannot outfit repeat.
We see them post daily OOTD (outfit of the day) Insta pics where they tag high street clothing shops or designer brands which mostly encourage fast fashion but hardly ever clothing shops which are ethical and environmentally friendly.
The rise in ethical influencers
You could suggest that an influencer might get sent Vegan Dr Martin Boots and wear them on one of these OOTD photos but they won’t emphasize that they are vegan, they might only tag Dr Martin.
This could be because the majority of us are obsessed with branding and wearing named clothing and don’t take time to notice what these items we are buying are made of or who had to suffer to produce them. Potentially because being ethical is coming into fashion, influencers will all begin to jump on to that trend too meaning their followers will copy. Success!
We are all obsessed with the idea of being trendy and this is only encouraged by the influencers we follow on the likes of Instagram and Twitter. Companies use famous people as a way to market their unwanted clothes and recycled designs in an effective and inexpensive way. Instead of earning their own loyal customers, they rely on the influencers already built up platform in order to increase their consumerism.
What do you think about your favourite clothing site increasing the prices of old stocked clothes just because it has a celebrity modelling it? Are Fashion Influencers a bad influence? Comment your thoughts down below!