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shein

Shein’s Paris Launch Sparks Outrage Over Fast Fashion and ‘Childlike’ Sex Dolls

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In the global capital of fashion, the arrival of the Chinese ultra-fast fashion giant Shein has sparked a storm. The brand plans to open its first-ever permanent store on Wednesday inside BHV, one of the best-known department stores in Paris. But instead of applause, Shein’s debut has been met with outrage, not only for its reputation for cheap, disposable clothing, but also for a shocking scandal involving the sale of “childlike” sex dolls.

The backlash has been going on for weeks. On Tuesday, Paris Deputy Mayor Nicolas Bonnet-Oulaldj stated that “The city of Paris reaffirms that Shein is contrary to its values.”

“We ask the Minister of the Economy to go further than just making threats and to ban the Shein platform in France.”

The controversy has divided France’s retail scene. Both Galeries Lafayette and BHV belong to the Société des Grands Magasins (SGM) group, but Lafayette issued a rare public rebuke in late October, condemning the decision to host Shein, calling the brand “in contradiction with their offer and their values.”

In response, SGM reportedly ordered five Galeries Lafayette locations to rebrand as BHV, a move seen as a major blow to Lafayette’s legacy.

“Our capital cannot become the showcase for disposable goods and exploitation,” said Ian Brossat, a Paris senator from the French Communist Party, in a statement on X.

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Facing intense scrutiny, SGM President Frédéric Merlin defended his decision on RTL radio on Tuesday, citing Shein’s immense popularity.

“We’re speaking of a brand that is regularly bought by 25 million French customers, who are today considered bad people because they buy from this platform?”

But for many in France, Shein’s image sits uneasily alongside Paris’ heritage of haute couture, where craftsmanship, exclusivity, and sustainability are prized. Critics say Shein embodies everything Paris has fought to move beyond—waste, mass production, and environmental neglect.

The irony isn’t lost on observers: Shein landing in the same city that hosted the 2016 Paris Climate Agreement feels almost symbolic of fashion’s ongoing contradictions.

Shein, often described as the face of fast fashion’s excesses, has been accused of ignoring sustainable manufacturing and contributing to massive global shipping emissions. The company insists its “on-demand” production model limits overproduction and waste, a claim skeptics call greenwashing.

Paris, meanwhile, has been working to position itself as a sustainability leader by investing in cycling infrastructure, promoting low-carbon businesses, and making environmental responsibility a central focus of the 2024 Paris Olympics.

The fallout has been swift. At least a dozen French brands, including Armor Lux and Figaret, have announced plans to pull their products from BHV in protest. Even Disneyland Paris reportedly scrapped its plans to design BHV’s iconic Christmas window displays this year.

BHV’s director, Karl-Stéphane Cottendin, appeared unfazed while speaking to BFMTV, and brushed off the departures as insignificant among the “more than 2,000 brands” sold at BHV. “Everyone is free to make their own decisions. We have no problem at all with that,” he said.

If Shein’s debut wasn’t controversial enough, a giant poster of Merlin standing beside Shein executive Donald Tang appeared on the BHV façade last week, captioned, “The poster that we shouldn’t have made?”

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The banner’s placement directly across from Paris City Hall, one of Shein’s loudest critics, made the provocation even clearer.

Shein’s Paris launch was nearly derailed days earlier by revelations that the company’s site sold “childlike” sex dolls. France’s finance minister threatened to ban Shein altogether, while the Children’s Commissioner, Sarah El-Haïry, condemned the products, calling buyers “potential predators.”

“No one has the right to buy pedo-criminal dolls. These are deliberate miniature copies of children that hold teddy bears, that wear children’s clothing.”

Prosecutors have opened investigations into Shein, Temu, AliExpress, and Wish for allegedly distributing “violent, pornographic, or degrading content accessible to minors,” and further probes into Shein and AliExpress for spreading “images or depictions of minors of a pornographic nature.”

Shein told CNN that it had banned all sex doll listings and strengthened internal controls, emphasizing that “every seller is responsible for their own listings.” Speaking to the BBC, Shein stated it “has also strengthened its keyword blacklist to further prevent attempted circumvention of product listing restrictions by sellers.” Tang further emphasized that the allegations were being taken seriously.

“The fight against child exploitation is non-negotiable for Shein. These were marketplace listings from third-party sellers, but I take this personally. We are tracing the source and will take swift, decisive action against those responsible.”

SGM’s Merlin said he had been prepared to cancel the Shein partnership after hearing about the dolls, but the swift ban convinced him to proceed. BHV’s Cottendin defended the store’s decision, arguing that scandals like this highlight “the necessity of a physical store, because in a physical store these types of situations would never have taken place.”

ae

American Eagle’s Sydney Sweeney Campaign Sparks Backlash Over “Great Genes” Wordplay

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A new fall advertising campaign from American Eagle starring actress Sydney Sweeney has ignited a fiery wave of online criticism, with accusations that the brand is subtly promoting white supremacist ideas under the guise of wordplay.

The campaign’s slogan, “Sydney Sweeney has great jeans,” is a cheeky twist on “great genes,” nodding to both denim and DNA. In a widely circulated Instagram video from the brand, Sweeney stands in front of a poster emblazoned with the phrase “Sydney Sweeney has great genes.” As the video progresses, the word “genes” is scribbled out and replaced with “jeans.” The clip has already racked up over a million views on the platform.

In another promotional video, Sweeney leans into the pun further, narrating, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color.” The camera then pans up to her face as she finishes the line. “My jeans are blue.”

That line, paired with Sweeney’s blue eyes, blonde hair, and all-American image,  immediately drew the ire of some viewers on platforms like TikTok, X, and Threads. Critics accused the brand of pushing a eugenicist aesthetic and glorifying white genetic traits, with terms like “Nazi propaganda” and “white supremacy” appearing in many of the most viral commentary posts.

While the ad never references race, Hillary Herskowitz, CEO and Founder of H2 Marketing Group, told TODAY.com there is “no denying” that the phrase “carries historical baggage.”

“When you pair that kind of wordplay with a blond, blue-eyed actress, it can unintentionally reinforce narrow, Eurocentric beauty standards.”

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Neither American Eagle nor Sydney Sweeney has publicly addressed the backlash as of Tuesday morning. A representative for Sweeney declined to comment, and the retailer has not responded to media inquiries.

The campaign, announced last week, introduces a limited-edition fall collection co-designed with Sweeney, featuring a denim jacket and “The Sydney Jean,” which showcases a butterfly motif.

According to American Eagle, proceeds from the sales will go to Crisis Text Line, a nonprofit that provides 24/7 mental health support. The butterfly symbol was reportedly chosen to raise awareness for domestic violence, a detail that has largely been overshadowed by the controversy.

“In partnership with the brand, Sweeney’s long-time stylist Molly Dickson dresses her in AE denim essentials, reimagined to create the perfect blend of relatability and undeniable influence. The curated denim wardrobe feels distinctly Sydney – effortless, personal and true to how she wears AE,” American Eagle wrote in a press release.

“Sweeney’s girl-next-door charm and main character energy — paired with her ability to not take herself too seriously — is the hallmark of this bold, playful campaign.”.

While some have condemned the campaign’s messaging as racially insensitive and regressive, others have rushed to defend it or even celebrate it. Several conservative commentators have praised the ad as a “refreshing” departure from the wave of inclusive and diverse marketing campaigns that have come to define major brands in recent years.

The backlash to the backlash has turned the campaign into something of a cultural litmus test, with some critics being labeled as overly sensitive or “chronically online.” Herskowitz believes the campaign was meant to provoke a reaction.

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“[It was] intentional. That line — ‘good jeans’ — is too perfectly constructed not to be. It was designed to be cheeky, playful and buzzworthy. The creative team knew exactly what they were doing.”

This ideological divide over “wokeness” reflects a broader shift in the cultural landscape. In the post-2020 marketing world, where brands have often leaned into progressive values and inclusivity, there is a growing appetite on the right for media that centers white, traditionally attractive figures without explanation or apology.

The popularity of aesthetics like “old money,” the romanticization of the tradwife lifestyle, and a backlash to body positivity all reflect this shift, and Sweeney’s campaign appears to be caught in the crossfire.

The campaign had an immediate impact on American Eagle’s stock, which briefly rose following the announcement of the collaboration. However, in the days since, the company has posted more than a dozen Sweeney-focused pieces of content on social media, followed on Sunday by a noticeable shift.

In its latest Instagram post, American Eagle showcased a new model wearing a denim-on-denim look. Unlike the earlier clips, Sweeney was nowhere to be seen. The caption read: “Denim on denim on denim… on denim. AE has great jeans.”

Some users interpreted the post, which featured a model who appeared to be a person of color, as a subtle attempt at “damage control,” a phrase repeated throughout the comments. “Throwing in a little color for some razzle dazzle,” one commenter wrote. Another added, “Does she have great jeans, or is it only your blue-eyed customers?”

“Are we selling jeans to women or selling women in jeans to men?” another commenter wrote, referencing how the ad sexualized Sweeny. Earlier this year, Sweeny made headlines for selling a men’s soap infused with her own bathwater.

Whether this is a fleeting controversy or a lasting brand moment remains to be seen. What’s clear is that a pun intended to sell jeans has sparked a much deeper conversation.

deforestation

Clothing Made From Wood Pulp Fabric Is Not As Sustainable As Consumers Might Think 

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Sustainable clothing has been on the rise in recent years in an effort to combat the fashion industry’s contribution to climate change and global greenhouse gas emissions. Fabrics, such as viscose, are made from tree-pulp, and are allegedly a more sustainable option than other alternatives, however, the deforestation needed to make the fabrics is a major issue.

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clothes

Digital Wardrobe-Tracking Is The New Sustainability Trend Of 2024

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There’s a new trend in the realm of sustainability and fashion that is emerging as we navigate the new year. Social media users are now digitally tracking the clothing that they wear every day, and challenging themselves to do it for the entire year, as a means of analyzing how much they truly wear every piece of clothing they own. 

Tracking pieces of our everyday lives is nothing new. We’re used to seeing people track their daily step counts, sleeping patterns, spending habits, etc. The reasoning behind this new trend in wardrobe-tracking is to ideally slow down over-consumption in fashion, while saving money. 

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According to reports from Chloe Mac Donnell, the Guardian’s deputy fashion and lifestyle editor, some social media users are uploading their daily outfits and listing each item they’re wearing, while others are keeping a more private log of detailed spreadsheets to organize each item worn and the price of the item originally to calculate the price per wear. 

There’s also a slew of online resources and mobile applications to help people keep these sorts of logs. 

Sustainability advocates are encouraging people to track their wardrobe. Writer Aja Barber told Mac Donnell: “It inspires me to wear my whole wardrobe. It encourages me to try new ensembles and catalog the journey and it also tells me how much I’m wearing certain items.”

Mandy Lee, a fashion analyst, created a spin-off of the “75-hard” fitness challenge called the “75-day hard style challenge,” in which she challenged the 390,000+ people who watched her video to document their looks for 75-days without buying anything new. 

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This trend comes at a time where fast-fashion has taken over, which contributes massively to human’s contribution to climate change. For those who want to be more sustainable in their fashion choices, it’s encouraged to buy second hand.

There have been additional trends online to encourage this sustainability, such as “no buy January,” and “30 wears,” all meant to justify an individual’s clothing purchase and the environmental impact of that purchase. 

“You can’t buy your way into style. For many people tapping ‘add to cart’ has become a habit while scrolling. This challenge helps to break that cycle and instead focus and appreciate what you already have,” Lee stated. 

As we navigate the new year and the ways in which we can contribute to a greener Earth, looking at our shopping habits and wardrobe could be a new step in that effort.

leather

Luxury Designer Brands Are Investing In Sustainable Bags Made From Leather Scraps And Unconventional Materials 

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Luxury designer bags are often made from exotic animal skins, which in recent years has been called out for its harm towards the environment. Now, some brands are shifting their focus to create bags made from recycled materials as a form of up-cycling, and reducing the carbon footprint/environmental impact that comes from traditional designer bag production. 

Coach, for example, just launched Coachtopia, a sub-brand that will be focusing on creating a variety of bags made from leather and other materials that would otherwise have been thrown away and ended up in landfills. 

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Telfar’s vegan bags are also nicknamed the “Bushwick Birkin ” after they grew in popularity in New York. While the bags are still on the more expensive side, the prices are more reasonable for the average consumer looking for a nice sturdy designer bag. 

“Every time you eat an apple, you’re basically eating a handbag,” said Stella McCartney after showcasing her latest collection of bags made from waste such as orange and cacti byproducts. 

The animal leather industry is actually one of the first examples of up-cycling, as the leather is brought from cows who are used for their meat/food, however, the industry is still very wasteful. According to ELeather, an engineered leather supplier, up to 75% of all leather hides are disposed of. 

The Leather and Hide Council of America also released a report in 2019 that stated 5 millions hides went to landfill in America that year. 

The younger generation has also been a driving force in this shift in fashion. In general, Gen Z has been a major player in the fight against climate change and the industries that drive it, especially fashion. 

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According to research, 90% of Gen Z consumers believe companies have an obligation to address environmental and social issues. 54% of the group also stated they’re willing to spend more if it means they’re getting a sustainable product; only 23% of baby boomers had the same ideals. 

Joon Silverstein, senior vice president for global marketing, creative and sustainability at Coach and head of Coachtopia, says that “according to [the company’s] research older generations and more established luxury consumers tend to consider pieces made from recycled leather as low quality. Gen Z has a different mindset – they consider it a moral and ethical [issue].”

There are two major aspects to the leather industry that lead to its waste. When the leather is being tanned at the tannery, the hides are treated and processed into leather using chemicals that make the leather, and its waste, non-biodegradable. The production also takes place in large factories where pollution is consistently emitted. 

Faux leather, like “pleather,” also comes with its faults, as it’s often produced from plastic or petroleum-based materials that have their own environmental issues. 

While this issue is going to take a lot more than a couple brands releasing small collections of sustainable bag lines, it’s hopeful to see sustainability and recycling/up-cycling trends enter the mainstream.

Museum Of London Docklands Seeking Iconic Pieces Of Fashion For Show Spotlighting Jewish Designers

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The Museum of London Docklands is making a public appeal to find various iconic pieces of fashion history to put in an upcoming exhibition spotlighting Jewish designers in history.

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balenciaga

Kim Kardashian Outraged Over Balenciaga Ads Featuring Children Holding Bondage Bears

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Kim Kardashian put pressure on fashion brand Balenciaga to take action over their latest controversial ad campaign, which featured children holding teddy bear handbags dressed in what appeared to be bondage gear.

Another campaign for a black and white purse that retails at $3,000 sparked controversy when it was revealed that the photographs purporting to be of a “business environment” included genuine legal documents from a court case about child pornography scattered on a desk.

After receiving tremendous backlash, the high-end fashion label swiftly deleted the offending marketing photos and issued an apology on Instagram. Many people felt it fell short of taking proper accountability. As a well-known face of the brand, Kardashian received criticism for not responding to the controversy as soon as it broke. The brand continued to trend on Twitter for days amid calls for celebrities such as Kardashian, Bella Hadid, and Nicole Kidman to sever ties with the company. On Sunday, Kardashian issued a statement on Twitter addressing the campaigns.

“I have been quiet for the past few days, not because I haven’t been disgusted and outraged by the recent Balenciaga campaigns, but because I wanted an opportunity to speak to their team to understand for myself how this could have happened.”

She said she was “shaken by the disturbing images,” as a mother of four. Kardashian also added that “any attempts to normalize child abuse of any kind should have no place in our society—period.”

Kardashian acknowledged that the brand removed the campaigns and apologized and believes “they understand the seriousness of the issue and will take the necessary measures for this to never happen again.”

Talking about her future with the company, she said that she was currently re-evaluating her relationship with Balenciaga and will take into account “their willingness to accept accountability for something that should have never happened to begin with — & the actions I am expecting to see them take to protect children.”  

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After Kardashian’s tweets, Balenciaga reiterated its apology in an Instagram post but partially blamed external vendors for controversial elements of the campaign.

“The second, separate campaign for Spring 2023, which was meant to replicate a business office environment, included a photo with a page in the background from a Supreme Court ruling ‘United States v. Williams’ 2008 which confirms as illegal and not protected by freedom of speech the promotion of child pornography. All the items included in this shooting were provided by third parties that confirmed in writing that these props were fake office documents. They turned out to be real legal papers most likely coming from the filming of a television drama. The inclusion of these unapproved documents was the result of reckless negligence for which Balenciaga has filed a complaint. We take full accountability for our lack of oversight and control of the documents in the background and we could have done things differently.”

A few days prior, Balenciaga filed a lawsuit against North Six and Nicholas des Jardins, the production company and set designer of the Spring 2023 campaign. Balenciaga’s suit stated that the production company’s “inexplicable acts and omissions [were] malevolent or, at the very least, extraordinarily reckless.” They were also done without the brand’s knowledge. Balenciaga says it will seek $25 million in damages or more for the “false association” between Balenciaga and the “repulsive and deeply disturbing subject of the court decision.”

As for the first campaign, the brand said Balenciaga “made the wrong choice” in featuring children.

“The first campaign, the Gift Collection campaign, featured children with plush bear bags dressed in what some have labeled BDSM-inspired outfits. Our Plush Bear bags and the Gift Collection should not have been featured with children. This was a wrong choice by Balenciaga, combined with our failure in assessing and validating images. The responsibility for this lies with Balenciaga alone.”

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The fashion house also listed actions it would take due to what it called “a series of grievous errors.”

“While internal and external investigations are ongoing, we are taking the following actions:

– We are closely revising our organization and collective ways of working

– We are reinforcing the structures around our creative processes and validation steps. We want to ensure that new controls mark a pivot and will prevent this from happening again.

– We are laying the groundwork with organizations who specialize in child protection and aims at ending child abuse and exploitation.”

The agent for North Six and Nicholas des Jardins, Gabriela Moussaieff, told the Washington Post that his client was “being used as a scapegoat,” and that “everyone from Balenciaga was on the shoot and was present on every shot and worked on the edit of every image in post production.” 

Gabriele Galimberti, the photographer who shot the brand’s campaign, took to Instagram to address the “hundreds of hate mails and messages” he received as a result of the photos he took.

“I am not in a position to comment Balenciaga’s choices, but I must stress that I was not entitled in whatsoever manner to neither chose the products, nor the models, nor the combination of the same. As a photographer, I was only and solely requested to lit the given scene, and take the shots according to my signature style. As usual for a commercial shooting, the direction of the campaign and the choice of the objects displayed are not in the hands of the photographer.”

Galimberti went on to say that he suspects that “any person prone to pedophilia searches on the web and has unfortunately a too easy access to images completely different than mine, absolutely explicit in their awful content.”

“Accusations like these are addressed against wrong targets, and distract from the real problem, and criminals.”

In response to the photo containing the Supreme Court case papers, Galimberti said it was taken on another set by other people and “was falsely associated” with his photos.

The brand has been at the center of several controversies, with the latest surrounding rapper Ye, who was formerly known as Kanye West. Last month Ye, who has collaborated with the brand throughout the years, made antisemitic remarks, causing the brand to cut ties with the musician. 

Janet DeMaria Skadoosie

Parents Are Thankful for This Designer’s Contemporary Spin on the ‘Onesie’ | Janet Demaria

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Designer-turned-entrepreneur Janet DeMaria saw that infant bodysuits had not changed in decades and came up with the idea for the “Skadoosie,” a onesie that does away with the need for buttons, snaps, and zippers. A lifelong learner and creative, Janet reimagined a modern and functional take on a parenting staple. Now, Janet hopes to drive change and inspire others to pursue their dreams.

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fashion

Kanye West Wears ‘White Lives Matter’ Shirt at Yeezy Fashion Show

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Kanye West donned a shirt bearing “White Lives Matter” on its back at his popup fashion show during Paris Fashion Week. He sent several models, some of whom are Black, with t-shirts sharing the same slogan down the runway at his YZYSZN9 show.

The Anti-Defamation League recognizes the slogan as one that is commonly used by white supremacist groups, including the KKK. The Southern Poverty Law Center also acknowledges the “movement” as an extremist group.

“White Lives Matter, a racist response to the civil rights movement Black Lives Matter, is a neo-Nazi group that is growing into a movement as more and more white supremacist groups take up its slogans and tactics.”

Kanye West, who has legally changed his name to Ye, is no stranger to controversy. He made headlines in 2018 after implying slavery was a choice during his interview with radio host Charlamagne Tha God.

Selah Marley, Lauryn Hill’s daughter and Bob Marley’s granddaughter, was among the models who modeled the garment. Candace Owens, a conservative political commentator, sat in the audience wearing a shirt with the same slogan.

The rumors of the popup fashion show began a few days before the Balenciaga mud show, where Ye made his runway debut. On Monday, the Avenue de la Grande Armée was packed with fans.

According to the NYTimes, “Anna Wintour came. So did John Galliano. Demna, the Balenciaga designer, and Cédric Charbit, its chief executive. Alexandre Arnault, the chief marketing officer of Tiffany & Company and a son of the LVMH chieftain Bernard Arnault.”

The show featured a live choir with a host of children from Ye’s Donda Academy in California, including  Ye’s daughter North.

Jaden Smith, who was also in the audience, walked out after the shirts came down the runway, later tweeting his support of the BLM movement, stating “I had to dip” and “we demand a more progressive future.”

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Gabriella Karefa-Johnson, the vogue editor, called it “indefensible behavior” on Instagram. In a series of stories, she shared screenshots of her thoughts on what happened.

“I know what he was trying to do. He was trying to illustrate a dystopian world in the future when whiteness might become extinct or at least would be in enough danger to demand defense…it didn’t land, and it was deeply offensive, violent and dangerous. The danger is that this very premise, the idea that white supremacy is in danger of extinction, is what justifies mass incarceration, murder en masse, indeed even the advent of slavery. The idea that blackness must be snuffed out for it will surely supersede whiteness in power and influence if given the chance, and it’s so hugely irresponsible to furnish the most dangerous extremists with this kind of fiction narrative.”

Kanye responded to the criticism by taking to Instagram and posting screenshots of the writer online.

“This is not a fashion person You speak on Ye Ima speak on you Ask Trevor Noah.”

Model Gigi Hadid came to the writer’s defense, commenting on Ye’s post.

 “You wish u had a percentage of her intellect. You have no idea, haha…. If there’s actually a point to any of your s–t. She might be the only person that could save u. As if the ‘honor’ of being invited to your show should keep someone from giving their opinion? Lol. You’re a bully and a joke.”

She also reposted a statement from José Criales-Unzueta, a Vogue employee, on her Instagram story.

“I was trying very hard not to give that man air time, but publicly bullying someone who criticizes your work on your massive platform is another level of ridiculousness to me. If you can’t take it, don’t dish it. If you can’t take criticism, especially the smart, nuanced, and kind criticism that GKJ provided yesterday’s show, then don’t put work out for public consecution.”

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Ye doubled down on his comments.

“Everyone knows that Black Lives Matter was a scam. Now it’s over. You’re welcome.”

Ye also accused LVMH CEO Bernard Arnault of killing fashion designer Virgil Abloh.

“SPANK MY HAND WITH THE RULER(S) I’LL GO SIT IN THE ‘PRINCIPAL(S)’ OFFICE. CAN’T WE TALK ABOUT MORE IMPORTANT THINGS? LIKE HOW LATE THE SHOW WAS, OR HOW BERNARD ARNAULT KILLED MY BEST FRIEND.”

Tremaine Emory, the creative director of Supreme, responded, “I gotta draw the line at you using Virgil’s death in your ‘ye’ is the victim campaign in front your sycophant peanut algorithm gallery.”

“This time last year you said Virgil’s designs are a disgrace to the black community in front of all your employees at Yeezy -ASK LUCETTE HOLLAND…I GOT ALL THE ‘RECEIPTS’ ( don’t let me get into the things you said about v after his death)

Ye tell the ppl why you didn’t get invited to Virgil’s actual funeral the one before the public one at the museum( and why you weren’t allowed to speak at the public funeral). You knew Virgil had terminal cancer and you rode on him in group chats, at Yeezy, interviews…YOU ARE SO BROKEN. KEEP VIRGIL NAME OUT YOUR MOUTH…KEEP @gabriellak_j NAME OUT YOUR MOUTH…Your not a victim your just an insecure narcissist that’s dying for validation from the fashion world…take care…at least we’ll always have ‘UGANDA’.”

Fashion Designer

Alexa Chung Announces The Closing Of Her Fashion Label Due To ‘Challenging’ Conditions 

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Celebrity TV presenter and influencer Alexa Chung has announced that she is closing her fashion label of the same name after five years. She stated the closing is due to economic pressures caused by the pandemic. 

The label itself was shown twice during London fashion week, and just recently collaborated with the brand Barbour. Chung stated that the label “is not going into administration but is winding down.”

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Items from the recent Barbour collection will still be available on the brand’s official site until the end of the month. 

Chung noted on Instagram that “the decision to stop wasn’t taken lightly, the experience of setting up and being at the helm of my own company has been rewarding and frequently joyful, but the last couple of years have been challenging for small independent businesses and ours is no exception”.

According to Women’s Wear Daily, Chung was reluctant to embrace the e-commerce branch of her label, a move that she claims she would do differently if she were to start over again. 

Chung originally was known as a model and presenter on the UK’s Channel 4 Popworld, making her a major influencer of the new rave scene. She launched her fashion label in 2017. 

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Chung’s first show at London fashion week was deemed a major success, with reports of the designs being “London tomboy meets Parisian chic.” After that the label was really known for its outerwear.

“Fashion in particular unfortunately suffers from a quite high rate of people really struggling. So more than ever it’s important to have people around supporting you.”

Chung isn’t the only celebrity with a fashion brand that has seen better days in the past. Rihanna closed her ready-to-wear branch of her Fenty line last year while Victoria Beckham has also been financially struggling to upkeep her brand. 

While other celebrities have found major commercial success with their fashion lines, Kim Kardashian with Skims or Kanye West with Yeezy, the pandemic has made retail an incredibly difficult field to be successful in, especially as an entrepreneur.