How Shein bucked the trend for sustainable fashion

Shein is set for a £50 billion stock market flotation, making it one of the biggest in the history of the London Stock Exchange.

Both the government and Labour have held talks with the online fashion brand, which was set up in Nanjing in China but is now based in Singapore, to try to persuade it to float in the UK amid intense interest from New York and Paris.

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Launched in 2008, the “ultra-fast” fashion retailer has seen its popularity explode over the past decade. It has expanded rapidly around the world while buying up many of its rivals. For Gen Z shoppers – those under 30 – Shein is now “the hottest ticket in town”, said Retail Gazette, after it officially became the largest fashion retailer in the world in 2022. That year, it reported £18.9 billion in revenue.

It has pioneered the use of so-called “haul” videos on platforms such as TikTok and Instagram, where content creators and brand influencers buy masses of clothing and try them on for their fans. At the same time, Glossy magazine reported on how Shein has “seized the opportunity to allow many young designers – who lack accessibility into the industry – to sell their designs on its e-commerce site and take part in dedicated programs, TV shows and catwalks”.

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