Designer Calls Out Fast Fashion for Copying Unique Styles
Marcelo Gaia claims to be “one of the world’s biggest first fashion designers,” but it’s not something he embraces.
As the owner and lead designer of Mirror Pare, a luxury women’s clothing brand, he argues that his distinctive designs have become targets for larger fast fashion brands, like Shein, which he alleges have copied his style and profited from influencers promoting these knock-offs.
“Independent designers are essentially the unpaid research and development arm for these companies,” he explained. “I put in the work, invested in my designs, and then they exploit that.”
Gaia, a 35-year-old from New York City, launched Mirror Pare in 2019. His brand has been featured by premium online retailers such as Revolve and Ssense, with products usually priced between $500 and $1,500, depending on the item.
However, he points out that low-quality imitations can be found for as little as $20, directly undercutting his work.
For instance, Mirror Pare’s “Starlite” dresses are priced at $995 on their website, while a quick search reveals dupes available for $32 at Shein and $139 at Mermaid Way.
“It’s frustrating to think how much these companies could sell if they actually valued the original designs,” he remarked.
His “Balletal” gown, which sells for $1,195, has also seen duplicates emerge, like the Selene dress by Ohpolly.
Additionally, his limited “Baby I’m Yours” pajama set retails for $395, but knock-offs appeared on TikTok for under $30, often using his own photographs. It’s hard to track down who originally copied the design, but major brands frequently distribute similar items to various retailers.
He noted that influencers often get swept up in promoting these cheap versions, inadvertently contributing to the problem by encouraging followers to buy them.
“They post finds that lead bargain hunters to TikTok Shop,” he mentioned in an Instagram video discussing the situation.
Though TikTok Shop hasn’t addressed his concerns directly, a spokesperson indicated that they work to remove counterfeit products and respond to reports, emphasizing the legal distinction between counterfeits and lookalikes.
Gaia has reached out to several brands for comments regarding the alleged infringements but is yet to receive substantial feedback.
He claims that TikTok shows the total units sold, allowing him to see that 5,000 imitations of his pajama set were being sold by a single distributor.
“I created this set, yet others produced it without my consent,” he lamented.
Since starting Mirror Pare, he has seen a rapid influx of imitations. He estimates that roughly 20% of his products have appeared as knock-offs on platforms like TikTok and fast fashion websites.
“It was discouraging initially,” Gaia shared. “Living in a studio apartment while trying to grow my brand makes it all the more upsetting to see larger companies taking my ideas.”
While he can’t pinpoint exact financial losses, he feels the impact of these imitations weighs heavily on his brand’s integrity.
He believes these companies often evade accountability due to their international bases, and even though he’s sent several cease-and-desist letters, only one brand has responded positively.
Moreover, copyright law doesn’t always protect clothing designs, complicating his ability to file lawsuits over these issues.
Fast fashion’s impact is significant. Production has reportedly doubled since the 2000s, with estimates suggesting over 110 billion garments were produced annually by 2014. According to reports, the industry employs around 75 million factory workers, with a staggering 98% living below the poverty line.
