A New Category in Consumerism: Fast Luxury Fashion

The inspiration to write this piece was primarily because of John Galliano signing a 2 year partnership with Zara. It still makes me giggle seeing those two in one sentence. This is no shade to Zara at all, like yes I adore those racer back tank tops, an essential in everyday wear ! But the concept of the 1990s Dior John Galliano, 2024 Maison Margiela John Galliano working with Zara is so interesting. Recession indicator? 

Galliano had some tea, as most may know, after making some antisemitic comments back in 2011 .The fashion industry said get him banned. This was truly disappointing because no one can deny the genius he is. He did great things in Maison Margiela for a good decade and departed in 2024. He went from Maison Margiela to Zara. This partnership to me, stems from getting a quick check because I genuinely cannot think of anything else. His recent collections have been stunning and applauded in luxury fashion especially after a comeback that almost made him blacklisted. 

Apparently, he made this decision with Zara so that they may rethink the archives of the brand. Zara having archives is news to me for real. 

This is not totally shocking, designers partnering up with fast fashion brands has happened before; H&M and Glenn Martens, H&M and Balmain, Uniqlo and JW Anderson, heck even that one time Naomi Campbell partnered with PLT - a derogatory gag. 

Fast fashion will stay trying to get their foot in fashion to be perceived as luxury, when in actuality, this all feeds into the doomed increase of consumerism. Who would not want to go to their local Westfield and pick a Zara archive reconstructed by John Galliano ?!

This is less about separating luxury fashion from fast fashion even though they are separate for a reason, but about these collaborations mirroring the decline in economy and tainting legacies. The reality is fast fashion can place themselves in high fashion places simply because they have the funds to do so. While designers may be forced to alter their art for the goal of a fat check. 

The upside to this is that designers such as Galliano will not have to work as much especially at an age of retirement and people who admire work like his, but cannot afford it, now can. After all, what is fashion if not enjoyed by those who appreciate it. Mass production of clothes attached to a household name ? Sales will be through the roof for sure. Modern capitalism yay !

We can only hope that with these collaborations and designers attracting their niche consumers to the fast fashion brands, will motivate them to increase their quality of production. 

I am just a spectator right now, is it even that serious ? Will fashion just be fashion ? Will there be more buyers than observers ? We will definitely see. 

Written by Essie Francis