After creating an online store in 2008 in Nanjing with two associates, Wang Xiaohu and Li Peng, this specialist in search engine optimization – educated either in Washington, DC or in China (depending on which source you believe) – launched a wedding dress website under the name Sheinside. It is all the work of a secretive man, Chris Xu, also known as Xu Yangtian. 'Low-cost consumption is no longer a shameful disease' Shein has become an industry heavyweight, specializing in four-packs of tops for €10.99 and trousers for €8.99, using fashion produced in a flash and aggressively marketed. This new 'communication coup' annoys Yann Rivoallan, president of the Fédération Française du Prêt à Porter Féminin (FFPPF).

It will all be broadcast on TikTok, via videos of fashion victims often flipping over price tags on camera and shouting 'Wow, so cheap!' Fans will flock to the event, likely forming long lines. Offering cocktails and DJs, the brand invites consumers to discover its new fashion offerings by attending a performance of voguing, a style of urban dance, and enjoying pink pastries from Besties Bakery. In Paris, the brand has already operated such a store, in September 2022. 'Eight thousand people came,' a spokeswoman said.

The brand did the same in Toulouse and Montpellier a year ago and in Lyon in March. With the aim of attracting young women, members of Generation Z – those born between 19 – the same method is used all over the world. This is not the first time that Shein has opted to open a pop-up store. Located in the Marais, in the heart of Paris, this outlet is as short-lived as Shein's clothes: It will only be open for four days, until Monday, May 8. The Chinese clothing website is opening a store at 18 Rue des Archives, on Friday, May 5. VALENTINE CHAPUIS / PHOTOPQR / LA DÉPÊCHE DU MIDI / MAXPPP Subscribers only At the opening of the Shein store in Toulouse, on May 25, 2022. The company's reach worries both its competitors and advocates of responsible fashion.īy Juliette Garnier Published on May 5, 2023, at 11:20 am (Paris), updated on May 5, 2023, at 12:22 pm The Chinese clothing site is opening a pop-up store in Paris from May 5 to 8. Shein, fast fashion's infernal machine, opens Paris pop-up amid controversy

The infernal parade