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‘Worst of the worst’: why is fast fashion retailer Shein launching a reality show? | Fashion

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As one of most important fast food chains fashionChinese retailer Shein (pronounced shein) is one of the most successful companies on the planet. It keeps its loyal customer base of Gen Z close to its customers through its dominance of social media platforms.

Famous for its ultra-cheap bikinis, crop tops, and bike shorts, the brand has been associated with celebrities such as Hailey Beiber, Katy Perry, and Rita Ora. Even as the company reinvents the marketing rules for the social media age of marketing, there are still accusations of supply chain problems and environmental damage. design plagiarism haunt it.

Follow the example of fast food restaurants. fashionShein, a company, has revealed its own English-language reality show. The second episode in Shein X 100K Challenges’ second season launches on Sunday. You can stream it via their app or on YouTube. It features 30 designers competing to win. showShein has their entire collection fashionLos Angeles week and win the $100,000 cash prize

But Shein’s new show, and the company’s success more broadly, has raised questions about the values of its Gen Z customers. Are micro concerns about looking new and maximising the impact of the camera more important than macro concerns about valuing creativity and protecting workers and sustainability?

Many people see the reality as the theme of their lives. show competition – ‘be bold, be you’ – sits at odds with what the company has come to signify.

“How can you pretend to care about the environment or labour issues when you support this? Shein is the worst of the worst disposable fashion companies,”One Twitter user addressed InStyle. “Shein is one of the most unethical fashion brands,”One more was posted on the Instagram account Khloe Kim Kardashian, one the judges on The show.

Katy Perry speaks during a Shein virtual festival benefitting the World Health Organization’s Covid response.Photograph: Getty Images/Getty Images to SHEIN

Shein’s turnaround is staggering. According to Forbes interview with Molly Miao, the company adds 700 to 1000 new products daily. According to Edited, 70% of its products are on the site for less than three months.

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Just this month, Reuters reported that Shein failed to make full disclosures about its supply chain, details required by UK law in accordance with 2015’s Modern Slavery Act.

While Shein’s social responsibility page on its website stated that it “never, ever”Engages in child or forcible labor, but it didn’t provide the transparency required.

Reuters could not independently assess factory working conditions or wages, but also reported that until recently, the company’s website falsely claimed that their working conditions were certified by international labour standard bodies.

Last week, fashionDiet Prada, an Instagram account, highlighted the allegations. designerBailey Prado claimed that Shein had copied more than 45 of her designs.

“We need to question why and how they are producing so many designs everyday,” Prado said.

Chloe Ross at a Shein event in London.Chloe Ross at Shein London eventPhotograph by David M Benett/Dave Benett/Getty Images For SHEIN

In response to Prado’s claim, Shein said: “We are constantly updating our processes and procedures to ensure that issues like this don’t happen and when they do, that we are able to respond quickly to remedy the situation.”

The site first launched in 2008 selling wedding dresses and women’s clothing for western shoppers, and was founded by entrepreneur Chris Xu, who reportedly wasn’t particularly interested in fashionInstead, they are specialized in search engine marketing (SEO).

The company was an early adopter and collaborator with social media influencers, including Pinterestand Tik Tok. It changed its name to Sheininside in 2015, and created the concept of ‘ultra fast fashion’.

According to reports, the company had become the largest fast-food retailer in June, surpassing Zara, H&M, and Forever 21. fashionRetailer in the USA

“What set (them apart) from the Zaras and the H&Ms of the world was their absolute rock bottom prices,”Lauren Bravo, author How To Break Up With Fast Fashion says so. “Shein have taken things even further by selling clothes priced so cheaply that they’re encouraging consumers to see them as disposable.”

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Its popularity flies in the face of what many have come to believe about the shopping habits of Shein’s core Gen Z consumer market: that ‘generation Greta’Value authenticity, transparency and sustainability over cheap deals and speed. fashion.

“To (assume) that all of Gen Z think in the same way is a mistake,”Jodi Muter-Hamilton is the founder of the sustainability communications consultancy Other Day.

“I think there are many who are deeply concerned about sustainability while at the same time feeling pressured, even obliged, to keep refreshing their wardrobes on a weekly basis,”Bravo “If buying ultra-cheap clothes is the only way you can afford to keep pace, I can see why young people are succumbing.”

Georgia Toffolo at a Shein X event in London.Georgia Toffolo at a Shein X event in London.Photograph by Antony Jones/Getty Images to SHEIN

It’s easy to give up by the company. You can easily see why the phrase is popular with a glance of their app. ‘addicted to Shein’This trend is very common on Twitter. When I log on I get distracted by a T-shirt and some jeans, and the visual search option, which allows me to search for items like the one I’m wearing (a Breton T-shirt) after I upload a photo of it. Shein managed to recreate the feeling of walking through bricks and mortar stores on an app. The constant hope of dopamine shopping high is there.

According to Rogue Media on TikTok the hashtag #Sheinhaul receives 2.5bn hits per day. Many of the videos follow a familiar format: a teenage girl carries a huge cardboard box across the screen it’s filled to the brim with packages from Shein wrapped in clear plastic. In her bedroom, she models her new purchases. Many videos emphasize the fact that these shoppers were able to get so many items for such a low price.

“TikTok has supercharged ‘hauls’ to the point where watching someone unpack a box of 100 plus garments is light entertainment,”Bravo

“This demographic doesn’t know a world without (fast fashion),” says Edited’s Kayla Marci.

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Plus size Shein hauls are a sub-genre in these TikTok videos. Shein is the largest fast. fashionAccording to We Thrift, there are 88,850 sizes available at this retailer in the UK. Their sizes range from size 6 to size 26.

“I know that there’s problems with Shein and consciously I try not to spend too much money on Shein any more just because of those problems, but when you’re fat and broke there isn’t many places you can shop,”Morbid Muse from #plussizeshein tweeted this comment.

Nick Drewe is an expert in e-commerce at WeThrift. This points to a bigger problem: “(There needs to be) more ethical options in the fashion industry as a whole,”He says.

Responding to claims that it fashionA spokesperson for the company stated: “Shein is one of the only large retailers that orders 100 pieces or less for new products to help eliminate dead stock – which makes up 10% of the carbon emissions across the entire supply chain for the apparel industry. Shein is fully committed to upholding high labor standards across the entire supply chain and to improving the lives of workers in the global supply chain by supporting national and international efforts to end forced labor.”

Shein stated that it is “fully committed to complying with the laws and regulations of the markets in which we operate, including laws regarding the transparency of our supply chain … Shein is an equal opportunity employer that believes in fair trade and ethical labor practices. We have a strong and clear policy against forced labor and take claims like this very seriously.”

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