Shein: how the Chinese low-cost fashion giant wants to restore its image

A bare back crossover top at 5.49 euros, an ultra-sexy black dress at 9.49 euros, a two-piece bikini at 5.99 euros… For something new, who says better or, in any case, who offers cheaper What Shein? It’s quite simple… nobody. Eleven years after its creation in 2012 by Chris Xu, initially to market wedding dresses, the Chinese ultra-fast fashion giant has become a global staple in the space of a short decade. In the United States, the Shein app (pronounced “chi-ine”) is the most downloaded app in the country, ahead of Amazon. All over the world, the TikTok app is full of videos of influencers or young women unpacking their precious packages live.