Polyester was once hailed as a fashion breakthrough, prized for being affordable, easy to wash and resistant to creasing. Now, however, the synthetic fabric has found itself at the centre of a very different conversation, with Gen Z increasingly treating 'polyester' as shorthand for clothes that look cheap, feel sweaty or give off fast-fashion vibes.
On social media, the fibre has even become an insult. A garment described as 'polyester' can now suggest something plasticky, low quality or overly mass-produced, while the phrase 'it gives Shein' has become a way of dismissing a look associated with ultra-fast fashion. At the same time, cotton and linen are enjoying renewed attention as younger shoppers look for fabrics that feel more natural and appear more premium.
Why Polyester Is Getting a Bad Reputation
The backlash is partly about appearance. For shoppers accustomed to scrutinising clothing online, fabric composition has become another way of deciding whether an item looks expensive or disposable.
Polyester's low cost and versatility have made it a staple of mass-market fashion, particularly as ultra-fast retailers have expanded. That has helped create a strong association between synthetic fabrics and the endless stream of inexpensive clothing produced by brands such as Shein and its competitors.
But the criticism is not only about price. Polyester is also increasingly associated with discomfort, particularly in warm weather and activewear. The polished matching sets once central to the 'Pilates princess' aesthetic are facing competition from looser, more nostalgic gymwear where visible sweat is no longer necessarily something to conceal.
Cotton and Linen Are Having a Fashion Moment
As polyester's image declines, natural fibres are gaining cultural cachet.
Cotton has long been a wardrobe staple, but younger shoppers are increasingly looking at it as a sign of quality rather than simply a basic fabric. Linen, meanwhile, fits neatly into the relaxed, understated aesthetic that has become popular across social media, particularly for summer dressing.
Retailers appear to be responding to that interest. The Guardian reported that Edited, a retail intelligence platform, found the use of 'cotton' in product names had increased by 28% at Zara and 30% at Urban Outfitters year on year.
The shift does not mean retailers are abandoning polyester. Instead, it suggests brands recognise that fabric composition has become part of the selling point, particularly for shoppers who want to know exactly what they are buying.
What 'It Gives Shein' Really Means
The phrase 'it gives Shein' captures the wider cultural shift particularly well.
Shein has become closely associated with extremely low prices, rapid product turnover and polyester-heavy clothing. That does not mean every polyester garment resembles Shein, but the association has become powerful enough for the brand name to function as a fashion insult.
The perception is also changing the way shoppers judge mid-market fashion. A dress costing significantly more than one from Shein is increasingly expected to look and feel noticeably better. If the material still appears thin, synthetic or overly shiny, consumers may question what they are actually paying for.
Shein itself remains a major force globally. The company, originally founded in China and now headquartered in Singapore, began trading on the Hong Kong stock exchange on 1 September 2026 at a valuation of just over $26bn, around £19.8bn, well below its previous $100bn valuation.
Polyester Is Not Going Anywhere
Despite the backlash, polyester remains deeply embedded in fashion because it is inexpensive, adaptable and useful for everything from everyday clothing to sportswear.
The Guardian reported that polyester use remains significant across mass-market fashion, with research from Edited showing that usage had fallen slightly at Nike but increased at Urban Outfitters and Zara. That suggests the current trend is less about eliminating polyester and more about changing how consumers perceive it.
There is also an important sustainability caveat. Polyester is derived from fossil fuels and can shed microplastics during washing, but choosing cotton or linen does not automatically make a garment environmentally friendly. Natural fibres can also require substantial amounts of land, water and other resources.
The growing rejection of polyester is not necessarily a straightforward sustainability movement. It is also about taste, comfort and the desire to move away from the disposable aesthetic associated with fast fashion.
The New Fabric Status Symbol
For Gen Z shoppers, fabric composition is increasingly becoming part of a garment's identity. Cotton and linen can signal natural, breathable and considered dressing, while polyester may signal something mass-produced or inexpensive, depending on the garment and how it is styled.
That does not mean the synthetic fibre has suddenly become unfashionable. Polyester remains present across high fashion, sportswear and everyday clothing. What has changed is its cultural meaning.
Once marketed as the fabric of the future, polyester is now being judged by a generation increasingly interested in how clothing looks, feels and fits into its wider fashion identity. And for some Gen Z shoppers, the difference between a coveted cotton or linen piece and a polyester-heavy alternative is no longer just about the label—it is about whether the outfit looks premium or simply 'gives Shein'.
