EconomyShein’s ultra-fast fashion model faces mounting pressure in Europe

As Shein prepares for its long-awaited Hong Kong listing, the business model behind its rise is facing increasing scrutiny. Europe has become a major regulatory battleground, with tougher rules, fines and investigations. France will impose financial penalties on ultra-fast fashion products from Sep 1, while Italy’s competition authority fined Shein US$1.2 million last year over what it called misleading environmental messages and claims.