How Shein, the Chinese fast-fashion bulldozer, won over teens

INVESTIGATION – Boosted by confinements and its popularity on TikTok, the Chinese fast-fashion giant is essential in the wardrobe of teens. In defiance of the supposed environmental awakening of young people.

Each time she receives an order, Bénédicte’s daughter follows the same ritual. The 16-year-old girl locks herself in her room and tries one by one the clothes she has just taken out of their delivery box marked “Shein“. Inside, dozens of clothes bought at knockdown prices. On Shein, you have to count 20 euros maximum for a dress. You can also find a trendy top for less than five euros. “My daughter makes about one order per season. She puts the clothes on for a very short time, before reselling them on Vinted to build a pot and buy new products on Shein.», Explains Bénédicte, who assists quite helplessly in this ballet of packages.

If this Chinese brand may seem very mysterious to those over 25, Shein – pronounced chi-ine – has become, in the space of a year, a must-have for teenagers and their parents. “Shein has grown exponentially, especially among 14-25 year olds», Confirms Hélène

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