On the surface, it is possible to assemble a reasonable outfit from ultra fast fashion sites. But look to the seams and you’ll find a mess of raw edges, loose threads and wonky lines
‘My task is to purchase an ultra fast fashion outfit that will look good, then have it analysed by an expert in garment making’: Lucianne Tonti’s shoes and skirt from ultra fast fashion retailer Temu‘My task is to purchase an ultra fast fashion outfit that will look good, then have it analysed by an expert in garment making’: Lucianne Tonti’s shoes and skirt from ultra fast fashion retailer Temu
I usually write about sustainable and ethical fashion but here my task is to buy an ultra fast fashion outfit that will look good, then have it analysed by an expert in garment making and product development. So minutes after my Temu purchase I am on Shein’s website, looking for items that will complete the look .– something a a spokesperson describes as an “on-demand” model based on real-time insights and customer demand.
Sign up for the fun stuff with our rundown of must-reads, pop culture and tips for the weekend, every Saturday morning. For both purchases, I use a burner email account, make sure not to share my phone number, pay using PayPal and opt out of promotional marketing. “It’s not been nicely finished,” he says. “You see how everything’s sort of a bit skew-whiff. You’ve got creases here and gathering here. This material is not very stable.”
We move on to the Temu skirt, which mystifies Kershaw. It has so many details: buttons, eyelets, drawstrings, cargo pockets, hip pockets and snap locks. He calculates it took at least eight different machines and processes to make it. “I don’t know how they make any money on this,” he says. He examines the shoes. They’re made of several different kinds of plastic, using a mix of glue and welding. Kershaw highlights the detail that has gone into the strap across the foot. Elastic between the buckle and the shoe seems to have been added for comfort. “If it were super cheap, it would just all be the same material,” he says. His biggest concern is the mesh outer, which might catch on things as the wearer sits or walks around.“It will probably wear out quite quickly.
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