Did Kim Kardashian Just Pull A Fast Fashion PR Stunt?

by: Lucy Jones | 2 months ago | News

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Last year, online fast fashion retailer Fashion Nova ripped off a bunch of Kardashian/Jenner outfits in record time. Knock-offs of the outfits that Kylie and Kim wore to Kylie Jenner's 21st birthday party were uploaded to the Fashion Nova website less than 24 hours after the event took place. This collection was quickly immortalised in meme form as images of the identical outfits started to circulate online with the caption: "The devil works hard but Fashion Nova works harder". Now, it looks like another fast fashion brand has attempted to emulate the success of this PR stunt.

Two days ago, Kim Kardashian called out fast fashion copycats in what may be a paid partnership with a fast fashion brand. The reality TV star uploaded a selfie to her Instagram with the caption:

"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) P.S. fast fashion brands, can you please wait until I wear this in real life before you knock it off?"

Three hours later, a fast fashion brand uploaded an image of a Kim Kardashian lookalike wearing an identical dress that was captioned: "The devil works hard but Misguided works harder, @kimkardashian you've only got a few days before this drops online". 

A screenshot of Missguided's Instagram post. Image source.

Missguided deleted this post, but not before it was picked up by everyone's favourite fashion industry watchdog, Diet Prada.

"Hey Kim, we're onto your little game," Diet Prada wrote on Instagram. "Just when you thought nothing would top the fake-out "confession" of Kendall's Proactiv ad, the Kardashians do it again. @kimkardashian posted a picture of herself in an old dress Kanye made for her, presumably under his Yeezy label, with a pithy caption pleading for fast fashion brands to let her wear the dress before knocking it off."

"Three hours after her post, it popped up on quick-turn retailer @missguided, who has entire website sections dedicated to kopying the Kardashian style," they continued. "Last year, Fashion Nova famously dropped their own versions of Kylie's custom birthday looks mere hours after she posted them. The lack of transparency around celebrity endorsements is a big problem facing social media. We think we smell a rat. Dieters, is this a thinly veiled collab, or does Missguided have a secret atelier of magical elves making stretchy dresses round the clock and shooting them on Kim K doppelgängers? Lol."

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Hey Kim, we're onto your little game. Just when you thought nothing would top the fake-out "confession" of Kendall's Proactiv ad, the Kardashians do it again. @kimkardashian posted a picture of herself in an old dress Kanye made for her, presumably under his Yeezy label, with a pithy caption pleading for fast fashion brands to let her wear the dress before knocking it off. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Three hours after her post, it popped up on quick-turn retailer @missguided , who has entire website sections dedicated to kopying the Kardashian style. Last year, Fashion Nova famously dropped their own versions of Kylie's custom birthday looks mere hours after she posted them. The lack of transparency around celebrity endorsements is a big problem facing social media. We think we smell a rat. Dieters, is this a thinly veiled collab, or does Missguided have a secret atelier of magical elves making stretchy dresses round the clock and shooting them on Kim K doppelgängers? Lol. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ • ⠀⠀⠀⠀⠀⠀⠀⠀⠀ #kimkardashian #missguided #literally #fastfashion #collab #transparency #designer #yeezy #ye #kanye #kimye #collaboration #magicalelves #speedtomarket #retail #luxurybrand #kardashian #kuwtk #fashionnova #ootd #wiwt #dietprada

A post shared by Diet Prada ™ (@diet_prada) on Feb 8, 2019 at 1:33pm PST

Some Dieters agreed that Kim Kardashian's post was obviously an advertisement and others suggested that the Missguided photoshopped the outfit as a joke. Call us cynical, but we think the first scenario is far more likely. This new form of sponsored content is yet another example of celebrity endorsements fuelling the speed of fast fashion.  

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