On November 5, 2025, viral brand Shein opened its doors in Paris, France. Shein is a fast fashion brand that has gained popularity in the past couple of years, especially during the Covid-19 pandemic when many began to browse their catalog. It is no secret that fast fashion has begun producing more than ever with increased levels of demand. But where is the limit? The Shein store has been officially opened in Paris, what does this mean for the future of fast fashion?
Shein was created in 2008 by Chris Xu, and has grown to become one of the largest fashion retailers in the world. With the company releasing new styles everyday, and even adapting trendy, high end designs for their own website, it seems as if opening this store is only the start to their story. Fast fashion is widely adopted by many, but is affordability enough to continue this appeal? When the store opened, it was met with large backlash, which is still ongoing. A company that has built itself to exist on the internet has now become a store in the city of fashion paris? But is Shein truly fashion?
I believe that fast fashion poses a risk to fashion. When brands such as Shein are pushed into shopping spaces and commercialized, their products are more easily at the disposal of shoppers. Now, this brand does charge low amounts of money for clothes and other miscellaneous items. Its largest appeal is its cost, especially for people such as college students who may not have much to spend on clothing but still want to stock up their closets. However, it is important to acknowledge the great sum of people buying from Shein and its impacts outside of fast fashion. For a moment, imagine going to your local mall, or even Soho, a place known for shopping and fashion, and seeing a Shein store. For myself, I cannot envision this being looked positively upon. Making way for more brands who capitalize on fast fashion to push their presence sets fashion backwards. Protesters in Paris have rallied to express the dangerous working conditions of laborers who produce these clothing pieces. They have also expressed the lack of justice that opening this store location brings to human rights around the world. The company has also been known for harsh labor conditions as well as child labor incidents, and a lack of economic aid to workers. Workers often work long hours with little pay. Placing this brand in shopping centers further popularizes and normalises it despite these factors.
At the forefront of this fast fashion battle also articulated by Parisian protesters is the environment. Brands like Shein create a way for worsening global overconsumption. Extreme consumption of goods such as clothes is a problem that this company has contributed to. With clothing lifespans and cycles shortening, more people are buying more clothes. With cheaper clothes that are produced cheaply, they tend to last much shorter than non fast fashion clothes. Shein and other brands reap only the reward of lesser quality clothing. Placing this store in what is largely thought of as the capital of fashion gives a platform for these companies. It gives them support to enhance their markets despite their items ending in landfills more than ever. Buying clothes in large amounts through fast fashion is costing the environment.
So what can you do? If you are an avid Shein shopper, there are ways to mitigate your impact in the relationship you hold with fast fashion. In fact, there are many alternatives to it. Firstly, it is always recommended to buy second hand through thrifting or other sources, such as Depop and Poshmark which are quite popular for doing exactly this. It allows you to limit buying strictly from unsustainable sources. I am one to understand that affordability in clothes is important and second hand clothing is a way of doing that. However, I also believe when possible buying items that may be pricier but good quality is a smart investment. For instance, a pair of jeans on Shein may cost you $20 but maybe only last you a few washes or a year, better quality jeans from a non fast fashion source may cost you $80-$100 but will last you multiple years on end. Some of my good quality jeans have lasted for 4-5 years and are still wearable. With this store opening in Paris in mind, it is important to think about our own footprint and choices. Although one person may not make a huge impact, if we all think that, then we have a million people without an impact. In conclusion, the opening of the Shein store in Paris should make us ask the question: what is the limit for fast fashion brands?