There is no doubt that the Chinese brand SHEIN has become the largest online fashion retailer with a presence in almost every corner of the world. With its affordable clothing, hundreds of new styles every week and appealing trendy designs specially for young people, SHEIN has positioned itself as the unbeatable giant of fast fashion worldwide, surpassing other popular fashion brands like Zara and H&M.
SHEIN could seem like the dream come true of every single teenager who can afford numerous fashionable outfits to go out with a different look every day and stack their wardrobes with adorable pieces that will not see the light again after they come out of the package. In this way, SHEIN and other fast fashion brands promote overconsumption and pass it off as a desirable and aspirational lifestyle.
Nonetheless, behind this unprecedented success there is more…
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