Non-Brits On What Shocked Them Most About British Fashion

Back in the late 2000s, the words “British fashion” might have conjured up mental images of Kate Moss’s iconic Topshop collection or Lily Allen’s penchant for pairing designer ball gowns with Nike trainers. You might have thought of it-girls like Alexa Chung and Agyness Deyn, or indie lads like Pete Doherty and Kele Okereke. In other words: It was kind of cool, in its own way.

Today, it’s a different story. Topshop stores have shuttered while online retailers like Boohoo and Pretty Little Thing reign supreme. British style probably exists on a spectrum somewhere between Depop bucket hats and whatever ex-Love Island contestants are flogging on Instagram Reels. Either way, we arguably peaked a decade or so ago and it’s been downhill ever since.

But what does everyone else think (aside from the French, who no longer think we’re cool)? From our inability to dress according to

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You thought the pandemic killed fast fashion? Not even close

By now, it’s clear that the fast fashion business model of creating cheap, disposable clothing is terrible for the planet. A few years ago it seemed like consumers might turning against brands like H&M and Zara, as their sales waned and stock prices went down. But the truth is that fast fashion is far from dying. In fact, new giants are rising.

Chinese e-commerce brand Shein launched in 2008, mimicking European fast fashion brands’ approach of churning out of-the-moment styles at rock bottom prices. Now, Shein has exploded in popularity and is poised to outperform its competitors: In 2020, it doubled its sales to $10 billion, and by 2022, analysts believe it will overtake Zara’s revenues. In May, Shein was the most downloaded app in the U.S., beating Amazon. This year, Alibaba—one of the largest conglomerates in China—launched its own fast fashion e-commerce brand called allyLikes, which will

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