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All the rage Luxury takes of everyday fashions designed to raise hackle
The Guardian
|July 19, 2025
Rounded, cushioned and with a thick strap across the foot, foam sliders have been a familiar sight on the streets this summer.
Rounded, cushioned and with a thick strap across the foot, foam sliders have been a familiar sight on the streets this summer. But, if they are available for £23 from Adidas or even £2.34 on Temu, there's now also a high fashion version. The Ama sliders, available in black, red and white, were launched by the upscale and discreet brand The Row this week. They cost £600.
Laura Reilly, the writer of influential fashion newsletter Magasin, dubbed them "The Row's latest rage bait", using the term for posts put online with the aim of provoking anger and, in the process, multiplying exposure. Fashion's take on this seems to be producing luxurious versions of everyday things with price tags that prompt ire from consumers.
This story is from the July 19, 2025 edition of The Guardian.
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