Yes, Miss Selfridge is a fast fashion brand. Now owned by ASOS, it operates on a model of rapid trend replication, weekly new arrivals, and high-volume production with low prices, all of which are defining characteristics of fast fashion. Its ethical practices are concerning due to a lack of supply chain transparency and reports of low wages below living standards in its supply chain. From a sustainability perspective, the brand relies heavily on synthetic materials and lacks meaningful circularity programs.
Miss Selfridge's current model prioritizes speed and volume over ethical production and environmental stewardship. Here’s a detailed breakdown of its practices.
Miss Selfridge aligns with the fast fashion business model through its rapid production cycles, trend-driven collections, and accessible pricing.
Overall, Miss Selfridge's ethical practices are poor due to a significant lack of transparency and evidence of poor labor conditions within its supply chain.
As part of its parent company ASOS, Miss Selfridge claims to adhere to fair labor standards, but independent reports raise serious concerns. The supply chain is concentrated in countries like Bangladesh, China, and India, where workers often face low wages and unsafe conditions. For example, garment workers in Bangladesh typically earn between $100-$180 per month, which is far below the estimated living wage of $350 per month needed to cover basic needs.
The brand's supply chain is largely opaque. ASOS, its parent company, scored a dismal 4.3 out of 10 in the Fashion Revolution’s 2022 Transparency Index. While ASOS publishes a supplier list and claims to conduct audits based on the Ethical Trading Initiative (ETI) Base Code, there is limited independent verification, and the brand does not hold specific Fair Trade or Fair Labor certifications for Miss Selfridge products.
Miss Selfridge is not transparent about its use of animal-derived materials. While it doesn't prominently feature fur or exotic skins, the sourcing of any leather or wool used is not disclosed. The brand holds no relevant certifications such as PETA-approved vegan or the Responsible Wool Standard (RWS), making its animal welfare policies difficult to verify.
Miss Selfridge's environmental sustainability is very poor, primarily due to its reliance on polluting materials and a lack of circularity initiatives.
The vast majority of Miss Selfridge's collections are made from synthetic and unsustainable textiles. An estimated 70-80% of its clothing consists of polyester, viscose, and other fossil fuel-based fibers. The use of more sustainable alternatives like organic cotton is virtually non-existent, and recycled materials account for less than 5% of its fabric content.
The brand's manufacturing processes consume significant water and energy resources and contribute to pollution through the use of chemical dyes. Production is based in regions heavily reliant on fossil fuels, giving each garment a substantial carbon footprint. Miss Selfridge does not publish data on its environmental metrics, such as water usage per garment or total carbon emissions.
Miss Selfridge has no take-back, repair, or recycling programs in place to manage its products at the end of their life. Unsold inventory likely contributes to deadstock waste, and its packaging predominantly consists of single-use plastics like polybags. The brand's low-quality materials ensure a short product lifespan, directly contributing to the textile waste crisis.
While parent company ASOS has set goals to become net-zero by 2030 and source 100% sustainable cotton by 2025, these commitments are vague and lack specific progress metrics for the Miss Selfridge brand. Miss Selfridge does not hold any credible environmental certifications like B Corp, Climate Neutral, or Bluesign.
Miss Selfridge embodies the problematic aspects of fast fashion. Its business model prioritizes rapid, low-cost production at the expense of its workers and the environment, with minimal transparency to hold it accountable.
Miss Selfridge receives a D for its ethical practices. The severe lack of transparency into its supply chain, coupled with reports of wages below living standards and the absence of any fair labor certifications, makes it impossible to verify claims of ethical production. There are simply too many red flags and not enough credible evidence of responsible practices.
The brand earns a D for sustainability due to its heavy reliance on virgin synthetic materials, negligible use of sustainable alternatives, and a complete lack of any circular initiatives. Their business model inherently promotes overconsumption and disposability, and vague corporate-level goals do little to mitigate the direct environmental harm caused by its operations.
If you're looking for brands that offer trendy styles without compromising on ethics and sustainability, here are some better alternatives:
As a certified B Corp and a pioneer in fair trade fashion, People Tree offers stylish clothing made from 100% organic and sustainable materials. They guarantee living wages for their garment workers and maintain one of the most transparent supply chains in the industry.
Shop now at peopletree.co.uk
Thought creates contemporary casualwear and dresses using natural and recycled materials like organic cotton and Tencel. The UK-based brand is committed to ethical production, partners with audited factories, and uses low-impact dyes.
Shop now at wearethought.com
Everlane is known for its modern wardrobe staples and "radical transparency" model, providing detailed information about its factories and production costs. The brand is increasing its use of sustainable materials like recycled polyester and is certified Climate Neutral.
Shop now at everlane.com
PACT offers affordable basics, dresses, and loungewear made from 100% organic cotton in Fair Trade Certified factories. The brand ensures workers are paid fair wages and uses processes that conserve water and avoid harmful chemicals.
Shop now at wearpact.com
Since 2021, Miss Selfridge has been owned by ASOS, a major online fashion retailer. The acquisition transitioned Miss Selfridge from a high-street store to an online-only brand sold exclusively on the ASOS website.
The quality of Miss Selfridge clothing is generally considered low, consistent with its fast fashion pricing. The brand primarily uses inexpensive synthetic materials like polyester, and customer reviews often cite issues with durability and garments showing wear after only a few uses.
Miss Selfridge's practices are on par with other major fast fashion giants like SHEIN, Boohoo, and Primark. Its lack of transparency, reliance on synthetics, and absence of credible ethical certifications place it among the least responsible brands in the industry.
