Ultra-fast Fashion Is Eating the World
Rachel Monroe
This article was published online on February 6, 2021.
Last February, on a sunny afternoon in West Hollywood, two girls with precise eye makeup paused on Melrose Avenue and peered in the windows of a building whose interior was painted a bright, happy pink. Two pink, winged unicorns flanked racks of clothes: ribbed crop tops, snakeskin-print pants, white sleeveless bodysuits. One of the girls tugged on the door, then frowned. It was locked, which was weird. She tugged again. Inside, a broad-chested security guard regarded them impassively from behind a pink security desk.
Erin Cullison, the U.S. public-relations rep for PrettyLittleThing, a fast-fashion brand founded in 2012, watched the girls give up and walk away. She sighed. Although the West Hollywood showroom closely resembles a store, it is not, in fact, a store. It is not open to the public; the clothes on the racks don’t have price tags. “People try to give us cash, but we’re not even set up to take money,” Cullison told me. Instead, the clientele is made up of the brand’s influencer partners—thousands of them—who can make an appointment to visit the showroom every couple of weeks and “get gifted.” They try on the latest styles and take advantage of various “photo moments”: lounging on the plush pink couch, posing on the pink staircase, peeking out of the London phone booth repainted—yes—pink. They can snack on a pink-frosted cupcake, and (provided they’re 21 or older) drink a glass of rosé at the store’s pink bar, before heading home with several items of free clothing.