SHEIN Finally in the Trenches, Courtesy of France

Credit: ChatGPT generated image

In a recent investigation conducted on SHEIN’s France-based website it was found that 57% of it’s “on sale” articles did not had any discounts, and 11% even saw price increases despite being advertised as discounted. As a result, Directorate for Competition, Consumer Affairs and Fraud Prevention (DGCCRF) of France fined SHEIN €40 million for misleading promotions and false environmental claims. These findings directly contradict with SHEIN’s claims of cutting greenhouse gas emissions by 25%, highlighting a space between intended image and actual practices. Furthermore, it was revealed that SHEIN had violated EU consumer protection laws by enforcing illegal commercial practices in the French market. SHEIN had previously been accused of exploiting Uyghur labor. Public Eye, a Swiss Advocacy group further exposed unethical active labor activities such as employees being forced to work up to 75 hours per week.

In this article, I will be presenting my thoughts and interpretation of “If you think fast fashion is bad, check out SHEIN” released by DW Planet A in December, 2021. Many experts have found that SHEIN has been very secretive and unethical in its business practices. Trends change every week and thousands of articles are launched every single day.

SHEIN offers one of the cheapest fashion articles and products in the world. Current events have opened a debate in the society whether SHEIN is following ethical ways to operate its business or not. This raises a lot of concerns regarding the future of fashion. Furthermore, SHEIN’s target customers are college students and young people which collides with the opinion of youth being more conscious about the environment and not willing to support unethical companies.

Introduction, Numbers & Issues

This video opens with SHEIN haul reference on TikTok platform where many video creators are seen unboxing and showcasing multiple packages having a range of outfits, accessories, etc. Clothes are super cheap and as low as €3. With more than 600,000 products and 50% less price for what we pay at other fast-fashion brands, SHEIN has become a prime choice for interested shoppers.

Today consumers are buying 60% more than what they bought in 2000 with doubled brand collections each year. Likewise, SHEIN with an excellent marketing campaign in 2021, it had 17 billion views on TikTok, 22.3 million followers on Instagram and it was #1 shopping app in 56 countries.

However, it is suspected of child labor, labor abuse, unfair wage, etc. In transparency, it is recorded as the lowest in the rankings chart.

Conclusion

Today, SHEIN is a primary contributor to the environmental and humanitarian damage caused by fast fashion. This video teaches us to be more aware of our buying choices and why it is important to know where our clothes are made from. For everyone, unhealthy shopping patterns and buying cheap items perpetuate unwanted waste and unnecessary spending on the items worn just once or twice. From now on, more vigilance and a tiny research step while buying or investing in new fashion articles from companies like SHEIN and TEMU can make a significance difference.

At the end, it is important that we do not support fast fashion and keep on educating ourselves and others to fight against hyperconsumption and overproduction of fashion products.

Until then keep loving slow and sustainable fashion!

I will see you in the next one.

References

DW Planet A. (2021). If you think fast fashion is bad, check out SHEIN. https://www.youtube.com/watch?v=U4km0Cslcpg&t=1s

Julien E.N. (2025). France hands Shein €40 million fine for deceptive commercial practices. https://www.euronews.com/business/2025/07/04/france-hands-shein-40-million-fine-for-deceptive-commercial-practices

Credit: DW Planet A on YouTube.