The Zara vs Shein Challenge: Fast Fashion vs Ultra Fashion
This publication is also available in: 
Français 
Deutsch 
Italiano 
Español
You surely haven’t missed the millions of videos of the “Zara versus Shein Challenge” on TikTok.
Influencers film themselves wearing two similar outfits, one from Zara and the other from Shein. The purpose of these videos? To promote the Chinese giant that offers the same pieces as its competitor for almost three times less expensive.
The hashtags #zaravsshein and #zaradupes have been viewed 57.8M and 105.8M times. These numbers speak volumes about the importance of the Zara versus Shein challenge on TikTok. We analyze for you this fashion phenomenon of fast fashion versus ultra fashion that is creating a lot of buzz.
How does the Zara versus Shein challenge encourage the consumption of ultra fashion?
Some influencers have specialized in Zara versus Shein challenge videos. Of course, with unbeatable prices (15 euros for a dress or 5 euros for a t-shirt), Shein always comes out on top. The Zara versus Shein challenge encourages the followers of these accounts to consume from Shein through two means: Shein Haul videos where young girls film themselves showing their Shein purchases to their followers, and the comparisons of similar Zara and Shein outfits, with influencers like Awilda highlighting the much more affordable price of Shein.
Why is consuming Shein a problem?
Because Shein is not fast fashion, it is ultra fashion.
This is not news, ultra fashion is an industry harmful to the planet. While many brands are going green by developing a more responsible approach, Shein is going in the opposite direction.
Thousands of new pieces are produced every day. Shein uses this as a selling point, proudly displaying it on its app.
#Sheinstolemydesign: Plagiarism in the world of ultra fashion
The #zaravsshein challenge on Tik Tok has revealed thousands of pieces that Shein allegedly copied from Zara designs.
The hashtag #sheinstolemydesign has 6.4 million views on TikTok. The Chinese e-commerce giant is accused of plagiarizing from major fast fashion retailers like Zara and smaller designers.
What do these designers say? They are trying to draw attention from consumers, like TikToker DevsDoodlesCo, who discovered that two of her designs had been copied by Shein and shared a video asking her community to boycott the Chinese brand.
What is Shein risking?
For now, nothing. Well, that might change, but Shein has become so powerful so quickly that the company has already surpassed fast fashion retailers like Zara, Mango, and even H&M, with a valuation of over $100 billion.
According to Mike Flanagan from the consulting firm Clothesource, if “Shein did indeed steal an idea from Zara. By the time Zara realizes it and files a lawsuit, it takes about two years. But this model may have only sold five units and then disappeared within a few weeks. Proving something two years later is impossible.”
In conclusion…
If some people are shocked by the plagiarism or the working conditions or the environmental impact of Shein, we must face the truth: the brand has become a true phenomenon. The environmental or ethical question cannot compete with the millions of videos from influencers.
The brand has also launched a campaign to find new Shein ambassadors.
Fast fashion is giving way to ultra fashion, can we rejoice in this? Not really if we look at Shein’s working conditions and its impact on the environment. The Zara versus Shein challenge is just the beginning of ultra fashion, and it is not the crisis or inflation that will reverse the trend. Despite all the controversies surrounding the Chinese brand, Shein is here to stay. If, on the other hand, you prefer, like us, sustainable and trendy fashion, read our guide on responsible fashion, to look beautiful without ruining the planet.
