And TikTok users are delighted to compare them side by side. Fashion has a new form of entertainment. Its future looks bleak
On TikTok, they love comparing their favourite brands. Left: Beatriz (Bstyle). Right: iam.awilda. Screen grabs from respective TikTokers
By Pearl Goh
Is it still flattery when a piece of clothing is a likeness of an unoriginal? Okay, we’re living in confusing times and fashion is totally stupefying. Who is able to tell brands apart these days when, for example, Gucci is hacking Balenciaga (and vice versa)? Or, Prada is looking like Adidas? But, however blurred the lines have become, surely there is no kick in buying a knock-off of a knock-off? Or has the consumption of fashion become this perverse? Something is going on that is baffling. TikTok has been sending me notifications of “versus” videos. These are of women wearing identical pieces from Zara and Shein. No, I have not been searching any of these brands and I am not on TikTok. Yet, strangely, I have been receiving notification of the existence of these lurid, goofy comparisons.
The women in these videos seem to get some kick out of juxtaposing the identical clothes, and posing as if they have found the greatest joy of life. Did they actually buy two identical garments to make these enlightening TikTok videos? I do not know. But I was burning with curiosity. Are there that many Zara lookalike clothes by Shein? When I Googled ‘Zara versus Shein’ one afternoon, the first result read: “Discover zara vs shein ’s (sic) popular videos | TikTok”. Splendid SEO at work! There was a list of ten TikTokers’ posts to look at that has already attracted a whopping “25.9B” views! I was clearly late for the show. These women know what they’re doing. Instagram has caught up too, with one Dupes Nation offering a predominance of Zara-versus-Shein photos-only posts.
It is hard to make out why these girls are doing this, or what they’re hoping to achieve. Are they creating content that is deliberately not like the “haul” videos of other TikTokers? Are they doing their followers a favour by showing the latter the cheaper option to buy (prices are often put up)? Are they exposing something that could be detrimental to one brand? I can’t tell. I wonder if this comparison is a real exposé when we already know that Shein has been accused of plagiarism (the TikTok hashtag #sheinstolemydesign has received 6.4M views!) and the Chinese brand has been facing copyright disputes with Dr Martens and Levi’s, according to news reports. Even smaller, indie brands are not let off the hook. Dead-ringers of Marine Serre and Cult Gaia were also shared online.
While it’s rife among some fast (and ultra-fast) fashion brands to be ‘inspired’ by others, the problem at Shein, as widely reported, is particularly more acute. Never mind that these are litigious times. The brand’s big-data approach to design means they need to also consider what sells well for others, or what styles are trending on social media. This is no longer some high-low, looking-at-the-stars product development to better position a brand—that’s so yesteryear; this is looking at one’s peers to exceed. And better still, with a lower price for the end product. These days, as fans of Shein and company will say, there is no shame in buying cheap and dressing cheap. Not at all.