Aritzia, Aritzia, Aritzia. The new colt favorite (and personal favorite of mine) has been steadily releasing their fall collections throughout the month of August. First came Wilfred, then came TNA, now comes Sunday Best.

Sunday Best is an Aritzia in-house brand that is tailored more towards their Gen-Z customer. The many tennis skirts, sweater vests and baby tee’s are the 90’s reinvention that we didn’t know we needed. And this 90’s to early 2000’s look is all the rage and a huge hit with the company’s target audience. But there is one issue with this style being so popular – the copying of designs from other companies.

I was beyond excited to see Sunday Best’s fall collection, but there were a few things that stuck out to me from their release. Their graphic tee’s are almost exact designs from Réalisation Par and Brandy Melville.

While this original design from Brandy Melville has been copied many times in fast fashion, I was not expecting to this at Aritzia in their fall collection. They have also made similar designs on other shirts with the words “Ranger”, “Rodeo Kid” and “Buckaroo”.

The second design that I immediately recognized from another brand is this shirt originally designed by Réalisation Par. This brand rapidly increased in popularity through social media as their floral dresses were seen on many influencers throughout the summer. Their dresses weren’t the only thing that stuck out on their website. Their unique baby tee’s were flying off the shelves. Constantly sold out, this is an immediately recognizable shirt. So I was yet again shocked to see this on Aritzia’s website. Aritzia and Réalisation Par bring in the same kind of customer, so this won’t go unnoticed.

While unfortunately designs are copied all the time, I am disappointed with these pieces from Aritzia. What sets Aritzia apart form its competitors is its timeless, unique yet classy pieces that are wardrobe staples to keep in your closet for years. But with this collection that is launching on Thursday, it shows that the company is taking a different approach to reach their target audience. And to be honest, the target has been missed. By this ever so slight rebrand from Sunday Best, they are putting themselves on the same playing field as other overdone Gen-Z brands. What they have works, there is not need to change that and it shows in their numbers. Some of their past quarters have hit company records in terms of revenue, so I am curious, why the change to be like everyone else?

The collection comes out tomorrow. While I will be browsing the new items, you won’t find me making any purchases from Sunday Best.