To avoid the installation of a Shein pop-up store in one of its shopping centers, the town hall of one of the largest cities in the south of France has expressed its disapproval.
Ultra fast fashion is finally “not welcome” on the Côte d’Azur. While the Chinese brand Shein had planned to open its doors at the Gare du Sud, from April 11 to 14, 2024, the Nice town hall formally opposed its installation. The mayor Christian Estrosi (Horizons) announced on March 27, 2024 that the event, during which clothing, shoes and accessories were to be sold, is permanently deleted. “Christian Estrosi immediately contacted Renato Iera, director of the Iera group [qui possède le centre commercial de la Gare du Sud, ndlr]who agreed to cancel the operation”we read in an AFP article. “The city of Nice is not intended to welcome a company which does not respect its humanist values and represents a threat to local commerce“confirmed the councilor in a press release.
Shein, symbol of ultra fast fashion and overconsumption
Every time it announces the opening of a new pop-up store, Shein is the target of numerous criticisms and protests. Created in 2012, the brand quickly attracted the attention of fashionistas thanks to its very low prices and its millions of items available. Twelve years later, the company, headquartered in Singapore, is criticized for what observers consider to be dangerous practices for the environment and mistreatment of its employees. Having become the emblem of overconsumption, the brand offers 7,200 new articles per day, according to figures released in 2023 by the NGO Friends of the Earth.
Shein is also regularly criticized for the very limited shelf life of its products. On average, pieces purchased on the site cannot be worn more than 8 times, estimates the En Mode Climat association. It is to combat this “ready to throw away” fashion that brands like Asket Or House Standards create timeless and better quality collections at a suitable price. On the government side, a Law proposition dating from March 2024 highlights the importance of establishing financial penalties for fast fashion and “contribute to a transition from disposable fashion to sustainable fashion”.