Fake it to make it? Or fast-fashion junkie?

Levi Strauss & Co has recently filed a lawsuit against Polo Ralph Lauren for using stitching on their denims that are almost identical to the trademark Levi style. Also hitting headlines: Gwen Stefani takes Forever 21 to court for duplicating designs from her LAMB and Harajuku Lovers labels.

Are you a fashion victim faking it to make it?

With such high-profile design houses and celebrities making news as they defend the authenticity of their designs, it begs the question: where are you buying?

‘Fast-fashion’ is the latest phenomenon taking the retail industry by storm. There is increasing consumer demand for delivering trendy fashionable items at bargain prices – often within weeks of catwalk showings. Bargain stores and supermarket chains are slowly edging out their high-street competitors with hot garments priced to go.

Primark has emerged as the McDonalds of the retail industry. Never before have so many proudly flaunted their brown paper bags or openly boasted about the bargains to be had whilst shopping for groceries at Tesco’s or Asda’s.

Fashion has become practically disposable. Nowadays you can own an entire summer wardrobe for fifty quid. The fact that they will probably fall apart after a couple of months is inconsequential – because by then you will have acquired an entirely new range of clothes.

Stylish but way too pricey?

Even celebrities are doing the unthinkable – mixing high street with designer couture. Asos.com (as seen on stars) is a perfect representation of this. Originally they were set up as a way for the average joe and jane to access the trend-setting clobber that celebs wear at budget-fitting prices. They have become such a phenomenal success that the very stars whose style the site wear their garments. Now, designer handbags are flogged on the same web pages as their fashion faddish chic.

The era of the fast-fashion junkie has emerged. £2 vest tops are snatched up much like a cheeseburger and fries.

The knock-off industry has also exploded in recent years. Advanced technology means that more accurate copies are flooding the market. You can easily buy fakes from flea markets or online.

Luxury fashion brands are priced so that only a select few can afford them. The beauty of these products lies not only in the way they are crafted, but also in the allure of the catwalk showings and the prestige that goes with the brand. Undeniably, they can also be seen as symbols of status. The thrill of slinging the latest Chloé Elvire leather tote over your shoulder certainly earns admiring glances from passers-by. So do we purchase these items because we aspire to be like the celebrities that grace the pages of our glossy magazines? Or is it more a question of style?

Living large with the new Chloé Elvire

Perhaps the most violated brand when it comes to rip-off handbags is Louis Vuitton. Somehow seeing bags brandished with LW logos, is incredibly sad.Is buying a fake a desperate bid by some to gain access to a world that would otherwise elude them?The startling truth is that as consumers in a first world country, it’s difficult to recognize the consequences of either fast-fashion or blatant knock-offs.

Becoming more fashion conscious has opened my eyes to the underworld of the fake industry. The cartels who operate factories that manufacture knock-offs are engaged in criminalist activities. In the absence of any regulation in this lawless industry – they exploit their labourers, often children, who are obliged to work back to back 10 hour shifts. Often there is no human interaction in these sweat shops, just the sound of the machines. Gangs and the mafia are increasingly turning to this trade as it has become more profitable then narcotics.

Do you really want to condone these practices? There are more creative solutions to this shopping dilemma. If it is designer that you crave, try second hand stores for lucky finds. Vintage can be pricey, but you could also barter your way to a bargain at exchange stores.(Shopping Adventures: Fashion Recycled) Seasonal sales are a great way of purchasing items at up to 75% less. ( Shopping Adventures: Sale Survivor)

Although fast-fashion also have consequences (the low prices of goods are an indication of poorly paid labourers), at least this industry is subject to some regulation. Stores like Zara and H&M were founded on the premise that they would deliver items to those fashion enthusiasts that are squeezed out of the couture price bracket. Primark, Peacocks and supermarket lines caught on to demand and helped make fashion even more accessible to the masses. Instead of being copycats, these stores model their items on what’s new on the catwalks, what appears in magazines, in the movies or from inspirational trips abroad.

Being a fashionista need no longer take its toll on your pocket. Select a designer item you love (handbags are timeless, shoes equally so) and make an investment. If you choose wisely, these items will complement your outfits for years to come. For short-term fashion relief, hit the high street.

Have fun with fashion. You can afford to.