Fast Fashion's Attempt To Exploit Models
PLT's nightmare open casting
At this point we should all be hyper-aware of what fast fashion is — quickly made designs that meet micro trend pace for mainstream consumers, without considering environmental responsibility — so how are the brands that fortify fast fashion still preying on the naivety of shoppers?
UK-based fast fashion retailer PrettyLittleThing have gained a recent trail of controversy after holding an open model casting in London. It was announced that they were looking for the ‘next face’ of the brand, which ended in thousands of hopefuls lining up along the streets in anticipation of being noticed by one of the UK’s most exploitive labels. Capacity issues caused the event to force closure, but PLT continued to encourage models to apply online, stating: “We will be continuing to cast in a more controlled manner,” explaining that they would be contacting potential models through Instagram DM – all very professional.
As a-somewhat-established brand, PLT don’t need to rely on photographing newcomers. An open casting is a publicity stunt. By essentially promising fame and fortune to young girls, the brand can lower budgets massively by dodging agency fees and hiring fans who are ‘happy to be there.’ Without the professional experience to back up their work, young models are exploited for “exposure,” leaving them with a lack of commission and no demands for day rates. Open-casting models may not be in demand, but their time and effort are still of value.
Fast fashion continuously sells a dream that cheap garments can be substantial, that they treat their entire employee catalog with respect. Consumers seem to eat up fake facts and continue to live naively. Open castings can be a great substance for exposure and starting a career, as long as models understand there is an ulterior motive behind them. Fast fashion brands do not have your best interest at heart.
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