As Shein sets its sights on an initial public offering (IPO), the company is facing the urgent need for a serious image makeover. Shein has been under fire for various reasons, including allegations of stealing indie designers’ work and violating local labor laws. As a result, the company decided to invite a group of influencers to tour one of its factories in Guangzhou, China, in an attempt to improve its tarnished reputation.
Influencer Destene, who has over 4 million followers on TikTok, expressed her surprise during the factory tour, stating that she expected to see people “slaving away,” but instead found a mostly robotic operation where workers appeared relaxed and comfortable. However, skeptics quickly pointed out that these curated videos may not accurately reflect the actual working conditions in Shein factories. They argued that the influencer trip was likely a strategic move by the company to control the narrative and present a favorable image.
Critics voiced their concerns in the comments section of the influencers’ posts, highlighting the lack of credibility in relying solely on influencers’ perspectives. They argued that inviting investigative journalists instead of influencers would have been a more credible approach. Some even criticized the influencers for seemingly being used by Shein as a form of damage control.
In response to the influencer trip backlash, a TikToker named Ella, who focuses on sustainable fashion, created a satirical video pretending to tour the Triangle Shirtwaist Factory, infamous for one of the deadliest industrial fires in U.S. history. Ella’s video aimed to highlight the irony and superficiality of Shein’s collaboration with influencers.
Despite Shein’s tremendous growth and success, with $100 billion in sales in 2022, questions regarding the company’s ethical practices have persisted. Critics question how Shein can maintain shockingly low prices and rapidly introduce thousands of new items daily without ethical compromises. Furthermore, concerns have been raised about the environmental impact of Shein’s fast fashion model, with investigations revealing some items containing unsafe levels of lead.
Shein responded to the controversy by stating that the influencer trip was an opportunity to showcase transparency and address concerns. The company emphasized that the influencers’ videos and commentary were authentic and respected their perspectives. However, the growing backlash prompted influencer Dani DMC to address critics on Instagram, acknowledging the need for better research and scrutiny when partnering with brands.
As the dust settles, the controversy surrounding Shein serves as a reminder of the increasing scrutiny on fast fashion brands and the responsibility influencers bear in promoting ethical practices. The fashion industry, and consumers alike, are becoming more vocal in demanding transparency, sustainability, and fair labor practices.
