Fast fashion brand PrettyLittleThing has come under fire for including inappropriate clothing in their Eid edit - with young Muslim content creators calling the brand out for immodest clothing choices that are unsuitable for the religious occasion.
Eid al-Fitr is a Muslim holiday celebrating the end of Ramadan, a month-long time of fasting and prayer. The holy month is a time for families to come together in the spirit of faith and community through family gatherings. During Eid al-Fitr, a large community prayer service is held, and it's traditional to wear your best outfit for the gathering.
Modesty in dress is a major component of the Islamic faith. Many Muslim women choose to cover their hair with the hijab or other head coverings and wear conservative and loose-fitting clothing. There is no shortage of Muslim content creators highlighting the beauty and sophistication of modest dress, highlighting their culture and religion through their styling of modest fashion.
The retailer included bodycon pieces, short dresses, and lacy materials that would not be acceptable to wear in a mosque; Where Muslims spend the morning of Eid in prayer. It's certainly not uncommon for brands, especially fast fashion brands, to try and cash in on holiday shopping. PrettyLittleThing went wrong when they showed an obvious lack of research into the traditions and values of the holiday.
When the edit was first launched, it contained 273 pieces. That number has since been whittled down to 137, and yet, many of the items still featured do not adhere to modesty guidelines, like this low-cut mini dress. The majority of items that remain in the edit are beauty related, such as makeup and skincare products.
Source: PrettyLittleThing Eid Edit
PrettyLittleThing may have missed the mark, but ASOS released their own Eid edit that was clearly researched and respectful of modesty requirements. The retailer took time to include pieces that are glamorous but still conservative, falling around the same price point as PrettyLittleThing.
We understand that the brand was trying to be more diverse, but quite frankly, they did more than just miss the mark. The lack of consideration that went into the Eid edit is beyond upsetting, especially considering other fast fashion retailers released their own versions with wardrobe pieces that are appropriate for the occasion. In a world where a wealth of information is literally at our fingertips, there is no excuse for the brand to not have done proper research into the edit.