Shein ignites France: the fast fashion giant opens its first store in Paris (amid protests)

Today, in the heart of Paris, Shein’s first permanent physical store in France opened its doors, housed within the famous Bazar de l’Hôtel de Ville (BHV), in the Marais district. What should have been a triumphal commercial operation for the Chinese fast fashion giant has turned into a political and social case.

In fact, since its announcement, the opening has been accompanied by bitter controversies, protests and positions taken by institutions, brands and citizens. The company, already accused of worker exploitation, environmental pollution and unfair commercial practices, found itself defending itself at a very delicate moment, aggravated by judicial scandals which have further compromised its image.

Added to this is the fact that Shein represents an industrial model in open contrast with the French sartorial tradition, based on quality, sustainability and respect for work. A concept that clashes with investigations into the conditions of exploitation in the company’s laboratories, which show that workers – often underpaid – work up to 17 hours a day.

Accusations and scandals: Shein in the crosshairs of French justice

Tensions erupted when Shein was discovered to have marketed child-like sex dolls, which led the Directorate General for Competition and Fraud Control (DGCCRF) to report the company to the Paris prosecutor’s office.

The authorities have defined the case as “very serious”, so much so that Economy Minister Roland Lescure has threatened to ban Shein from the French market if similar episodes were to occur. The brand recalled the product and promised stricter controls, but credibility is now compromised.

According to French law, the distribution of child pornography material – even digital – can lead to up to seven years in prison and a 100,000 euro fine, a risk that the company cannot afford to ignore.

The protests: from fashion brands to Disneyland Paris

The reactions were not long in coming. French brands and institutions reacted with unprecedented collective mobilization. The Galeries Lafayette group has publicly announced the severing of ties with the Société des Grands Magasins (SGM), the company that manages the BHV, denouncing the partnership with Shein as a violation of its values. Maison Lejaby and Aime also withdrew their products from the mall, followed by other French fashion houses who accuse SGM of “betrayal” towards the entire sector.

Even the voice of public power was not lacking: the mayor Anne Hidalgo expressed her dissent, defining the opening as “a step backwards” compared to Parisian politics for sustainable and responsible fashion.

Even Disneyland Paris has decided to cancel the Christmas partnership with the BHV, which included a project dedicated to the attraction It’s a Small World. The amusement park explained that “The conditions for peacefully creating Christmas animations no longer exist”, thus distancing themselves from a collaboration that has become embarrassing.

Finally, an online petition collected over 70,000 signatures in just a few hours, calling for a stop to the store’s opening and denouncing Shein’s harmful practices for the environment and workers. A wave of popular dissent that demonstrates how France is ready to defend its cultural and stylistic identity against the logic of ultra fast fashion.

The Shein model under accusation: environmental impact and incorrect practices

Shein, founded in China in 2012 and now based in Singapore, has become a global fast fashion giant in just a few years, with a 32% share of the French market. The secret of its success is the low price and speed of production: up to 10,000 new garments a day, mostly made of synthetic fibres.

But behind this efficiency lies a very high cost for the planet. Environmental organizations have long denounced Shein’s overproduction model, which fuels a continuous cycle of consumption and disposal of textile waste.

Added to all this are the sanctions: 40 million euros for deceptive commercial practices and 150 million for online privacy violations. Two record fines which certify conduct far from European ethical standards.

Shein’s arrival in Paris represents much more than a new commercial opening: it is a cultural clash between two worldviews. On the one hand the speed and standardization of fast fashion, on the other the elegance, slowness and craftsmanship that have made the French capital a symbol of style in the world. France, with its protests and boycotts, seems to be saying clearly that not everything can be sold off at the lowest price. Not even fashion.

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