- Kim Kardashian West posted a photo of herself in a golden outfit on Friday with the caption: “fast fashion brands, can you please wait until I wear this in real life before you knock it off?”
- Less than three hours later, the fast-fashion brand Missguided posted a knockoff of the outfit on Instagram, alongside a photo of Kardashian West’s photo. The post has since been deleted.
- The incident reveals just how fast turnaround is in the fast-fashion industry in 2019.
Kim Kardashian West had one request when she shared a photo of herself on Friday.
“Going through old fitting pics & found this gold look that Kanye made for me for my Miami trip last summer (I went w the neon vibes instead),” Kardashian West captioned a photo of herself in a golden outfit on Instagram.
“P.S. fast fashion brands, can you please wait until I wear this in real life before you knock it off?” she continued, adding a laughing-crying emoji.
Kardashian West published her Instagram post at around 10 a.m. ET.
By noon ET, the fast-fashion brand Missguided had a response – a design that is a direct knockoff of the outfit.
- Missguided / Instagram
One image was the one Kardashian West posted just hours earlier; the second was a model wearing a similar golden outfit.
“The devil works hard but Missguided works harder,” Missguided captioned the photos.
Just before 4 p.m. ET, Missguided’s post was deleted. The fast-fashion brand did not respond to Business Insider’s request for comment.
The incident perfectly encapsulates the fast-fashion industry’s race to transform inspiration – whether it be celebrities such as Kardashian West or runway designs – into inexpensive reality.
Fashion does not have the same level of protection as things such as art, literature, and film, Christiane Campbell, a partner at the Duane Morris law firm, previously told Business Insider. This allows fast-fashion brands such as Zara and Forever 21 to quickly churn out similar, less-expensive items.
E-commerce-centric brands such as Missguided and Fashion Nova are accelerating the process even more, releasing new products within hours of drawing inspiration from Instagram and celebrities.
Fashion Nova, for example, releases more than 1,000 new clothing items every week. CEO Richard Saghian told WWD that it takes the company just 48 hours to design and manufacture a product.