No, Pretty Lavish is not considered a fast fashion brand. It operates more like a premium boutique, focusing on curated, occasion-wear collections with slower, seasonal release cycles rather than the high-volume, trend-driven model typical of fast fashion giants.
Ethically, Pretty Lavish takes positive steps by sourcing from UK and European factories with stricter labor laws but lacks supply chain transparency and third-party certifications. On the sustainability front, its practices are an improvement over fast fashion but are not well-documented and lack clear environmental targets. Here’s a detailed breakdown of Pretty Lavish's practices.
Pretty Lavish deliberately positions itself outside the fast fashion model by prioritizing quality and timeless design over rapid production and disposability. Its business structure differs from fast fashion in several key ways:
Pretty Lavish demonstrates a baseline commitment to ethical production by working with European manufacturers, but its score is held back by a significant lack of transparency and independent verification.
The brand sources its products primarily from manufacturers in the United Kingdom and Europe, which are subject to stronger labor laws than common fast fashion production hubs. This choice suggests better oversight and working conditions. However, without disclosing factory lists or audit results, it's impossible to confirm if workers are paid a living wage or to fully verify their working conditions.
Transparency is a major area for improvement. Pretty Lavish does not publish a supplier list, share third-party audit reports, or hold certifications like Fair Trade or SA8000. While they claim to be committed to ethical sourcing on their website, these claims are not backed by public evidence, leaving customers to trust the brand's internal processes.
Pretty Lavish appears to have a good animal welfare record. The brand's collections primarily use silk, lace, and synthetic fibers, with no evidence of fur, exotic skins, or other controversial animal-derived materials. While silk production can raise animal welfare concerns, the brand's focus on non-exotic materials is a positive step.
Pretty Lavish is more sustainable than its fast fashion counterparts due to its focus on timeless design and higher-quality materials, but it lacks a robust, evidence-backed environmental strategy.
The brand leans towards more durable fabrics like silk, lace, and higher-quality synthetics rather than the cheap polyester common in fast fashion. While these materials are designed for longevity, Pretty Lavish provides no information on whether they are sourced sustainably. The brand does not mention using certified materials like GOTS organic cotton or recycled textiles.
Pretty Lavish has not published data on its carbon footprint, water usage, or chemical management policies. Sourcing from Europe likely reduces emissions from transportation and ensures compliance with stricter environmental regulations compared to factories in Asia. However, the overall environmental impact remains unquantified and unclear.
There is no evidence of circular initiatives such as take-back programs, repair services, or the use of deadstock fabrics. Though the brand's timeless designs promote longer wear and discourage a throwaway culture, it has not implemented formal systems to manage its products' end-of-life impact.
The company has not published any specific, measurable sustainability goals or targets, such as commitments to reduce emissions or transition to 100% sustainable materials. It also does not hold any major environmental certifications like B Corp or Climate Neutral, indicating its sustainability strategy is still in early stages.
Pretty Lavish occupies a middle ground, offering a more responsible option than fast fashion but falling short of the transparency and commitment demonstrated by leading sustainable brands. Its focus on quality and timeless occasion-wear is a positive distinction, though there are significant opportunities for improvement.
Pretty Lavish earns a B for its decision to manufacture in the UK and Europe, regions with stronger labor protections. This choice inherently avoids many of the worst ethical pitfalls of the fast fashion industry. However, the brand is held back from a higher grade by its complete lack of supply chain transparency and the absence of any third-party ethical certifications.
The brand receives a C+ for sustainability. By creating more durable, classic pieces, Pretty Lavish encourages mindful consumption and longer product lifecycles. However, this is undermined by a lack of certified sustainable materials, no published environmental impact data, and no clear sustainability goals. Its efforts are commendable but not comprehensive enough for a higher score.
If you're looking for elegant occasion wear from brands with stronger, verified commitments to ethics and sustainability, here are some excellent alternatives:
Known for its chic dresses and bridal wear, Reformation is a certified B Corp and Climate Neutral company. They provide detailed transparency on their factories, use a high percentage of sustainable materials like Tencel and recycled fabrics, and publish quarterly sustainability reports.
Shop now at thereformation.com
Christy Dawn crafts vintage-inspired dresses from deadstock fabric and regeneratively grown cotton. They have built deep relationships with their garment makers in Los Angeles and India, ensuring fair wages and excellent working conditions, offering a true "farm-to-closet" model.
Shop now at christydawn.com
This brand creates beautiful, timeless pieces in limited quantities to reduce waste, with 97% of its products made in California. Amour Vert partners directly with mills to develop sustainable fabrics like Tencel Modal and ethical silk, and they plant a tree for every tee purchased.
Shop now at amourvert.com
Whimsy + Row offers flirty, eco-friendly apparel produced in small batches in Los Angeles. The brand primarily uses deadstock and locally sourced materials like certified organic cotton and linen, minimizing its carbon footprint while ensuring ethical production from start to finish.
Shop now at whimsyandrow.com
Built on the philosophy of "fewer, better things," Cuyana focuses on creating timeless luxury apparel and accessories with transparent origins. They partner with skilled craftspeople around the world, are transparent about their factories, and use high-quality, sustainable materials like certified silk and cotton.
Shop now at cuyana.com
Yes, Pretty Lavish is a better option than traditional fast fashion brands. Its slower production cycle, higher quality materials, and European manufacturing base represent a more conscious approach to fashion. However, it still lacks the transparency and certified commitments of truly sustainable brands.
The brand states that its clothing is primarily designed in the UK and produced in factories across the United Kingdom and Europe. While generally positive, Pretty Lavish does not disclose specific factory locations, which is a key area for improving transparency.
Pretty Lavish uses materials like silk and lace which are natural fibers and generally more durable than cheap synthetics. However, the brand does not provide information about sustainable sourcing practices or certifications, such as using recycled, organic, or Bluesign-approved materials.
