BBC Homepage
  • Skip to content
  • Accessibility Help
  • Your account
  • Notifications
  • Home
  • News
  • Sport
  • Weather
  • iPlayer
  • Sounds
  • Bitesize
  • CBBC
  • CBeebies
  • Food
  • More menu
More menu
Search BBC
  • Home
  • News
  • Sport
  • Weather
  • iPlayer
  • Sounds
  • Bitesize
  • CBBC
  • CBeebies
  • Food
Close menu
BBC News
Menu
  • Home
  • InDepth
  • Israel-Gaza war
  • War in Ukraine
  • Climate
  • UK
  • World
  • Business
  • Politics
  • Culture
More
  • Tech
  • Science
  • Health
  • Family & Education
  • In Pictures
  • Newsbeat
  • BBC Verify
  • Disability
  • BBC Trending

Forever 21 'steals' anti-fast-fashion artist's work

  • Published
    1 May 2019
Share page
About sharing
Forever21 India used designer Elizabeth Illing's work without permission on their Instagram pageImage source, Twitter
Image caption,

Forever 21 India used designer Elizabeth Illing's work without permission on its Instagram page

Georgina Rannard
BBC News

High Street retailer Forever 21 has been criticised for unsolicited use of an anti-fast-fashion artist's image to promote its clothing on Instagram.

The artist said she was shocked a fashion brand "would openly make light of the disposable garment culture".

The fashion industry is estimated to produce as many greenhouse gases as all the planes flying in the world.

The image, posted on the global company's Indian Instagram page on Monday, has now been deleted.

In a statement Forever 21 told the BBC: "We missed the mark by not reviewing the post in question before it was posted by our local franchisee's account. We'd like to apologize for the post and recognize that it was not in good taste and promptly had it removed."

Elizabeth Illing , 25, aims to highlight the environmental impact of fast fashion by reproducing quotes from interviews she conducted with consumers who do not shop sustainably.

Fast-fashion shoppers tend to buy cheap and often in order to keep up with fashion trends - but many retailers' production methods use vast amounts of water and release chemicals into the environment.

Graphic: Numbers on our consumption of fashion

The image posted by Forever 21 depicts a label reading: "I probably won't wear this dress again because it's already on my Instagram."

When posting the picture, the company added the caption: "Now, let's be honest here," which critics on social media said implied the brand supported unsustainable fashion.

  • The problem with fast fashion

  • Tips for a guilt-free wardrobe

  • Would you rather rent than buy your clothes?

"By posting this, you blatantly disregard and insult every effort being made to slow fashion consumption not to mention efforts to preserve the natural world," said curator Cat Morrison.

Another user on Instagram wrote, "How can you promote such a post? Stop misguiding your target audience in the wrong direction just to increase your sales and profits. Reuse clothes."

Ms Illing , who lives in London, told BBC News Forever 21 had missed the point she had been trying to highlight in her work.

She set up Project Stop Shop as a fashion student when she started questioning her desire to work in the industry.

This Instagram post cannot be displayed in your browser. Please enable Javascript or try a different browser.View original content on Instagram
The BBC is not responsible for the content of external sites.
Skip instagram post by project_stopshop

Allow Instagram content?

This article contains content provided by Instagram. We ask for your permission before anything is loaded, as they may be using cookies and other technologies. You may want to read Meta’s Instagram cookie policy, external and privacy policy, external before accepting. To view this content choose ‘accept and continue’.

The BBC is not responsible for the content of external sites.
End of instagram post by project_stopshop

"When I knew how unethical it could be, I decided to use my final year project to create attention-grabbing imagery that pointed out the problem," she said.

She interviewed shoppers to find out their attitudes to buying clothes and designed clothes labels containing the most shocking quotes.

They include: "As soon as I've bought something, I immediately start thinking about my next purchase," and: "If something costs less than £10, I want to buy it even if I don't like it that much."

This Instagram post cannot be displayed in your browser. Please enable Javascript or try a different browser.View original content on Instagram
The BBC is not responsible for the content of external sites.
Skip instagram post 2 by project_stopshop

Allow Instagram content?

This article contains content provided by Instagram. We ask for your permission before anything is loaded, as they may be using cookies and other technologies. You may want to read Meta’s Instagram cookie policy, external and privacy policy, external before accepting. To view this content choose ‘accept and continue’.

The BBC is not responsible for the content of external sites.
End of instagram post 2 by project_stopshop

In January, British MPs said fast-fashion brands were "failing to commit" to reduce their environmental and social impact.

A report by the Environmental Audit. Committee singled out Amazon, TK Maxx and Misguided as among the "least engaged in sustainable fashion initiatives.

Read one sustainable fashion blogger's tips for making clothes last longer and saving the planet.

Top stories

  • Children to be offered chickenpox vaccine on NHS

    • Published
      35 minutes ago
  • Ministers didn't do cost review of council mergers

    • Published
      6 hours ago
  • Minneapolis school attacker 'obsessed with idea of killing children', officials say

    • Published
      3 hours ago

More to explore

  • 'The whole town is on a high': What Grimsby's dramatic win over Man Utd means to fans

    A man in his 60s with short grey hair fist pumps the air in celebration. He is wearing a black and white Grimsby Town shirt.
  • Lives torn apart in Kyiv after Russia's heaviest bombardment for weeks

    Ukrainian Red Cross members provide first aid to a wounded woman at the site of a Russian missile strike on a residential building on August 28, 2025 in Kyiv,
  • What are Rachel Reeves' options on property tax?

    A woman walking her dog stands outside of an estate agent's window looking at prices
  • The Summer I Turned Pretty fans told to stop abuse of cast

    Christopher Briney, Lola Tung and Gavin Casalegno in a promotional photo for The Summer I Turned Pretty
  • 'Our hot homes are making our children sick'

    A nine year old girl wearing a black print t-shirt stands beside her mother who is wearing a long sleeved green t-shirt
  • Jacqueline Wilson on the 'easiest and hardest book I've ever written'

    Jacqueline Wilson
  • Minneapolis mourns two children killed in shooting - here's what we know

    People gather outdoors while holding candles at a vigil for the victims of the shooting,  at a local park at the Annunciation Catholic School in Minneapolis on Wednesday evening.
  • Woman says Zou raped her hours before other attack

    Treated image of Zhenhao Zou featuring his police mugshot. He is looking straight at the camera with a serious expression. He has straight dark hair with a long fringe and is wearing a white t-shirt and black shirt.
  • Spain and Portugal wildfires drive worst EU season on record

    Copernicus Sentinel-2 satellite image acquired on 16 August shows multiple fires in northern Spain.
loading elsewhere stories

Most read

  1. 1

    'They think itch all over' and 'fears over tax raid'

  2. 2

    Ministers didn't do cost review of council mergers

  3. 3

    'It's a chaotic mess': UK firms warn over US small parcel tax

  4. 4

    White House names RFK Jr deputy as replacement CDC director

  5. 5

    'India put us on the boat like captives - then threw us in the sea'

  6. 6

    Children to be offered chickenpox vaccine on NHS

  7. 7

    The Druids Oak is 800 years old - can it help save tomorrow's forests?

  8. 8

    Minneapolis school attacker 'obsessed with idea of killing children', officials say

  9. 9

    MSP locked out of parliament after secret toilet camera claims

  10. 10

    European leaders outraged after Russian strikes kill 23 and damage EU's HQ

BBC News Services

  • On your mobile
  • On smart speakers
  • Get news alerts
  • Contact BBC News

Best of the BBC

  • The ups and downs of a 30-year marriage

    • Attribution
      iPlayer
    Marriage
  • Bewitching drama from Anne Rice

    • Attribution
      iPlayer
    Mayfair Witches
  • Lies, forgeries and fraud worth $86 million

    • Attribution
      iPlayer
    The Great Art Fraud
  • A celebration of Britain's finest composers

    • Attribution
      iPlayer
    Great British Classics at the Proms
  • Home
  • News
  • Sport
  • Weather
  • iPlayer
  • Sounds
  • Bitesize
  • CBBC
  • CBeebies
  • Food
  • Terms of Use
  • About the BBC
  • Privacy Policy
  • Cookies
  • Accessibility Help
  • Parental Guidance
  • Contact the BBC
  • Make an editorial complaint
  • BBC emails for you

Copyright © 2025 BBC. The BBC is not responsible for the content of external sites. Read about our approach to external linking.