{"id":12634,"date":"2026-09-01T18:17:00","date_gmt":"2026-09-01T17:17:00","guid":{"rendered":"https:\/\/thehotedit.com\/index.php\/2026\/09\/01\/does-sheins-market-slide-spell-the-end-of-fast-fashion\/"},"modified":"2026-09-01T18:17:00","modified_gmt":"2026-09-01T17:17:00","slug":"does-sheins-market-slide-spell-the-end-of-fast-fashion","status":"publish","type":"post","link":"https:\/\/thehotedit.com\/index.php\/2026\/09\/01\/does-sheins-market-slide-spell-the-end-of-fast-fashion\/","title":{"rendered":"Does Shein\u2019s market slide spell the end of fast fashion?"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"main\">\n<div class=\"hydrate-root sc-1ihz57b-0\" data-component=\"Newsletter\" data-loading=\"lazy\" data-theme-name=\"independent\">\n<div data-theme-wrapper=\"independent\" style=\"display:contents\">\n<aside class=\"sc-y4bm30-0 jwWhkK newsletter-component sc-1ge0fwe-0\" data-newsletter-key=\"receiveLessonsInLifestyle\">\n<div class=\"sc-y4bm30-2 kcLSBk\"><\/div>\n<div class=\"sc-y4bm30-1 inRDZn\">\n<div class=\"sc-y4bm30-3\">\n<div class=\"sc-y4bm30-4 hfveGa\">\n<p><h3 class=\"sc-y4bm30-5 sc-y4bm30-6 fvoxRM cLEJmn\">Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more<\/h3>\n<h3 class=\"sc-y4bm30-5 sc-y4bm30-8 fvoxRM iTZFOX\">Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more <\/h3>\n<h3 class=\"sc-y4bm30-5 sc-y4bm30-7 fvoxRM iGYpOF\">Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more <\/h3>\n<\/p>\n<p><svg class=\"sc-eaj12q-0 loKJGs sc-culv3z-0 eifaJK sc-1ix0cah-0 PYnPb sc-y4bm30-10 fUEDPX\" viewbox=\"0 0 32 32\"><use href=\"#600f53465147d717\"\/><\/svg><\/div>\n<div class=\"sc-y4bm30-2 kcLSBk sc-y4bm30-9 iQYNfz\"><img decoding=\"async\" src=\"https:\/\/static.independent.co.uk\/static-assets\/images\/newsletters\/lessonInLifestyle1_1.png\" loading=\"lazy\" alt=\"Lessons in Lifestyle\" class=\"sc-1mc30lb-0 ggpMaE\"\/><\/div>\n<\/div>\n<\/div>\n<\/aside>\n<\/div>\n<\/div>\n<p><span class=\"sc-1aeoivu-0 DDhLc\">F<\/span>or a while, it <a target=\"_blank\" href=\"https:\/\/www.independent.co.uk\/news\/business\/shein-share-price-hong-kong-debut-b3042487.html\" title=\"What happened to Shein? Shares slide in fast-fashion retailer\u2019s Hong Kong debut\">seemed like Shein<\/a> was set for world domination. The China-founded <a target=\"_blank\" href=\"https:\/\/www.independent.co.uk\/topic\/company\">company<\/a> heralded a <a target=\"_blank\" href=\"https:\/\/www.independent.co.uk\/news\/business\/shares-europe-european-union-china-singapore-b3042503.html\" title=\"Shein shares fall after stock market debut in Hong Kong\">new era for fast fashion<\/a>, one whereby new items were uploaded within hours, and <a target=\"_blank\" href=\"https:\/\/www.independent.co.uk\/news\/business\/sara-davies-chinese-one-british-people-b3042391.html\" title=\"No place for \u2018cheap tat\u2019 on Not On The High Street, says Dragons\u2019 Den investor\">entire outfits could be bought for under \u00a35<\/a>. This was fast <a target=\"_blank\" href=\"https:\/\/www.independent.co.uk\/topic\/fashion\">fashion<\/a> on drugs, and the high became addictive. In the year to the end of March, <a target=\"_blank\" href=\"https:\/\/www.independent.co.uk\/topic\/shein\">Shein<\/a> had more than 273 million active customers who placed more than a billion orders.<\/p>\n<p>Now, it looks like the golden age might be losing its shine. On Tuesday, <a target=\"_blank\" href=\"https:\/\/www.independent.co.uk\/topic\/shares\">shares<\/a> in Shein fell by 6 per cent, a surprising drop for the company that was once valued at $100bn (\u00a373bn); now, after having gone public on the Hong Kong <a target=\"_blank\" href=\"https:\/\/www.independent.co.uk\/topic\/stock-exchange\">stock exchange<\/a>, it\u2019s worth just a quarter of that figure. The somewhat lacklustre performance comes after Shein\u2019s failed efforts to list in New York and London, with the former being blocked by regulators over concerns regarding forced labour. Similarly, in the <a target=\"_blank\" href=\"https:\/\/www.independent.co.uk\/topic\/uk\">UK<\/a>, a \u00a350bn flotation was hindered by queries about the company\u2019s supply chain.<\/p>\n<div class=\"sc-awdjp1-2 cbpRGD sc-awdjp1-3 image align-center\">\n<figure class=\"sc-1cbdeug-0 cXcwgU\">\n<div data-gallery-length=\"4\" class=\"sc-awdjp1-0 lfwkmd\"><img decoding=\"async\" src=\"https:\/\/static.independent.co.uk\/2026\/09\/01\/17\/2292438291..\" srcset=\"https:\/\/static.independent.co.uk\/2026\/09\/01\/17\/2292438291..?quality=75&amp;width=320&amp;auto=webp 320w, https:\/\/static.independent.co.uk\/2026\/09\/01\/17\/2292438291..?quality=75&amp;width=640&amp;auto=webp 640w\" loading=\"lazy\" alt=\"Scenes from Shein\u2019s Hong Kong stock exchange debut\" class=\"sc-1mc30lb-0 ggpMaE inline-gallery-btn\"\/><\/div><figcaption class=\"sc-1cbdeug-1 sc-1cbdeug-3 YlsWU hgzWpY\">Scenes from Shein\u2019s Hong Kong stock exchange debut<span class=\"sc-1cbdeug-7 gjqsiM\"> <!-- -->(<!-- -->AFP\/Getty<!-- -->)<\/span><\/figcaption><\/figure>\n<\/div>\n<p>The result is a lingering question mark over the future of Shein\u2019s <a target=\"_blank\" href=\"https:\/\/www.independent.co.uk\/topic\/business\">business<\/a>, and whether fashion can truly be sustained at this accelerated pace, when governments are finally wising up to the environmental and ethical consequences of low-cost, high-speed retail models. <\/p>\n<p>For instance, this week, Oxfam launches its annual Second Hand September campaign to encourage people to exclusively shop pre-loved clothing for 30 days or longer. Thousands of people take part each year and the 2026 campaign is being fronted by Richard E Grant.<\/p>\n<div class=\"sc-awdjp1-2 cbpRGD sc-awdjp1-3 image align-center\">\n<figure class=\"sc-1cbdeug-0 cXcwgU\">\n<div data-gallery-length=\"4\" class=\"sc-awdjp1-0 gCnklp\"><img decoding=\"async\" src=\"https:\/\/static.independent.co.uk\/2026\/09\/01\/13\/36\/iStock-2164380614.jpeg\" srcset=\"https:\/\/static.independent.co.uk\/2026\/09\/01\/13\/36\/iStock-2164380614.jpeg?quality=75&amp;width=320&amp;crop=3%3A2%2Csmart&amp;trim=0%2C334%2C0%2C333&amp;auto=webp 320w, https:\/\/static.independent.co.uk\/2026\/09\/01\/13\/36\/iStock-2164380614.jpeg?quality=75&amp;width=640&amp;crop=3%3A2%2Csmart&amp;trim=0%2C334%2C0%2C333&amp;auto=webp 640w\" loading=\"lazy\" alt=\"Peak of fast fashion: of the 100 billion garments produced each year, it\u2019s estimated that 92 million tonnes end up in landfill\" class=\"sc-1mc30lb-0 ggpMaE inline-gallery-btn\"\/><\/div><figcaption class=\"sc-1cbdeug-1 sc-1cbdeug-3 YlsWU hgzWpY\">Peak of fast fashion: of the 100 billion garments produced each year, it\u2019s estimated that 92 million tonnes end up in landfill<span class=\"sc-1cbdeug-7 gjqsiM\"> <!-- -->(<!-- -->Getty\/iStock<!-- -->)<\/span><\/figcaption><\/figure>\n<\/div>\n<p>Still, Shein remains one of the largest listed fashion companies, with a valuation on a par with H&amp;M. But does this lag suggest that fast fashion is finally losing the stronghold it once had? Are consumers prioritising more sustainable ways of shopping? And will this be the net positive the industry has been waiting for?<\/p>\n<p>The answer is complicated. Founded in China in 2008 by Chris Xu, Shein began as a small online business selling wedding dresses. After developing into a mainstream retail brand, it remained somewhat obscure until the pandemic, when online shopping boomed; its revenue shot up from $2bn in 2018 to $15.7bn in 2021. Following a \u201ctest and repeat\u201d model used by Inditex and H&amp;M, Shein became famous for keeping just 6 per cent of its inventory in stock for longer than 90 days. <\/p>\n<p>This was a business built on pace, often at the expense of social and environmental practices, while also being accused of ripping off smaller labels and even, at one point in 2020, selling swastika necklaces \u2013 it swiftly issued an apology and removed the necklaces from its website. In another more recent blow to the company, Shein lost a copyright lawsuit against its arch-rival, Temu, after trying to claim it had <a target=\"_blank\" href=\"https:\/\/www.independent.co.uk\/news\/business\/shein-temu-uk-court-copyright-b2974315.html\" title=\"Shein takes rival Temu to court over alleged \u2018industrial scale\u2019 copyright breaches\">perpetrated \u201cindustrial-scale\u201d violations by allowing vendors<\/a> on its platform to advertise clothing using photos from Shein\u2019s website.<\/p>\n<div class=\"sc-awdjp1-2 cbpRGD sc-awdjp1-3 image align-center\">\n<figure class=\"sc-1cbdeug-0 cXcwgU\">\n<div data-gallery-length=\"4\" class=\"sc-awdjp1-0 hYfVkB\"><img decoding=\"async\" src=\"https:\/\/static.independent.co.uk\/2026\/09\/01\/15\/2026-09-01T050010Z_1934733703_RC27HIAYBX7S_RTRMADP_3_FRANCE-FAST-FASHION.JPG\" srcset=\"https:\/\/static.independent.co.uk\/2026\/09\/01\/15\/2026-09-01T050010Z_1934733703_RC27HIAYBX7S_RTRMADP_3_FRANCE-FAST-FASHION.JPG?quality=75&amp;width=320&amp;crop=3%3A2%2Csmart&amp;auto=webp 320w, https:\/\/static.independent.co.uk\/2026\/09\/01\/15\/2026-09-01T050010Z_1934733703_RC27HIAYBX7S_RTRMADP_3_FRANCE-FAST-FASHION.JPG?quality=75&amp;width=640&amp;crop=3%3A2%2Csmart&amp;auto=webp 640w\" loading=\"lazy\" alt=\"Shein experienced a boom around Covid, but has since fallen on more difficult times navigating US tariffs and a changing market\" class=\"sc-1mc30lb-0 ggpMaE inline-gallery-btn\"\/><\/div><figcaption class=\"sc-1cbdeug-1 sc-1cbdeug-3 YlsWU hgzWpY\">Shein experienced a boom around Covid, but has since fallen on more difficult times navigating US tariffs and a changing market<span class=\"sc-1cbdeug-7 gjqsiM\"> <!-- -->(<!-- -->Reuters<!-- -->)<\/span><\/figcaption><\/figure>\n<\/div>\n<p>On top of this, the end of tariff exemptions on cheap goods in the US and Europe put a spanner in the works, forcing Shein to raise its prices. In the first three months of this year, Shein recorded a $99m loss in the first three months of this year. In the same period last year, it made a $395m profit.<\/p>\n<p>\u201cIt may indicate a change in Gen Z\u2019s shopping habits,\u201d says Dr Rose Marroncelli, senior fashion lecturer at Nottingham Trent University. \u201cGiven their often limited disposable incomes, due to their life stage, the low price points offered by brands such as Shein are particularly attractive. But <a target=\"_blank\" rel=\"nofollow\" data-affiliate=\"true\" target=\"_blank\" href=\"http:\/\/redirect.viglink.com?&amp;key=5b1a6400a3c0d931ed2037885e1a27a3&amp;u=https%3A%2F%2Flink.springer.com%2Farticle%2F10.1007%2Fs43621-024-00764-8&amp;cuid=b3042772\">research<\/a> indicates that Gen Z are becoming more environmentally conscious. Meanwhile, US and European governments are paying closer attention to ultra-fast fashion, and in the UK, the Competition and Markets Authority (CMA) was granted significantly enhanced enforcement powers in <a target=\"_blank\" rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/fashionunited.uk\/news\/fashion\/new-uk-legislation-puts-fashions-green-claims-under-scrutiny\/2025040180847\">2025<\/a>, equipping it with the ability to impose severe penalties on businesses found guilty of misleading environmental claims.\u201d <\/p>\n<p>This subsequently increased the penalties for companies found to be \u201cgreenwashing\u201d, aka presenting themselves as environmentally responsible while maintaining other underlying practices that harm the environment. \u201cCompanies found guilty of misleading practices risk not only financial penalties but also lasting reputational damage,\u201d adds Dr Marroncelli. \u201cTherefore, Shein needs to pay close attention to the environmental impact of its business model, and how it communicates this with the consumer moving forward.\u201d<\/p>\n<div class=\"sc-1hixgq5-1 kWDcIh\">\n<div class=\"sc-9sl67w-0 cytofe\"><svg class=\"sc-eaj12q-0 epyOml sc-9sl67w-2 gWFRvE\" viewbox=\"0 0 70 44\"><use href=\"#ce2fa3eb1b322c72\"\/><\/svg><\/p>\n<div class=\"sc-9sl67w-3 LZren\">\n<div>\n<blockquote>\n<p>Increasingly, Gen Z favours honest and transparent brands<\/p>\n<\/blockquote>\n<\/div>\n<\/div>\n<p>Dr Rose Marroncelli, senior fashion lecturer at Nottingham Trent University<\/p>\n<\/div>\n<\/div>\n<p>There\u2019s also the basic fact that buying clothes from retailers like Shein doesn\u2019t feel au fait with today\u2019s trend circuit, which feels more centred around sustainable shopping than ever before. In the UK, two-thirds of consumers purchased second-hand goods online in 2024. Platforms like Vinted and Depop are more popular than ever, with revenues at the former surpassing \u20ac1bn last year. Luxury goods are also now more likely to be bought secondhand on more affordable platforms like Vestiaire Collective, given how much more valuable rare, vintage items have become in comparison to new designer garb. <\/p>\n<p>\u201cIncreasingly, Gen Z favours honest and transparent brands,\u201d adds Dr Marroncelli. \u201cThey are widely characterised as a group that values authenticity and corporate accountability, showing a stronger preference for brands that provide clear information about their environmental and social practices.\u201d <\/p>\n<p>Indeed, one of the generation\u2019s most beloved brands is Reformation, which puts sustainability at the heart of its business and marketing, regularly publishing detailed reports on its carbon emissions and water use. It also uses a wide range of deadstock and natural fabrics across its collections, including linen, organic cotton, and TENCEL\u2122 Lyocell, a semi-synthetic fibre made from sustainably sourced wood pulp.<\/p>\n<p>Meanwhile, in 2025, Shein was fined \u20ac1m in Italy for misleading environmental claims about their products. This came a month after they were penalised with a \u20ac40m fine from the French consumer <a target=\"_blank\" rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.theguardian.com\/business\/2025\/aug\/05\/shein-fined-1m-in-italy-for-misleading-environmental-claims-about-products\">watchdog<\/a>.<\/p>\n<p>More of us are getting old clothes repaired, too, instead of replacing them, with restoration services rising in popularity \u2013 according to Vogue Business, the Dutch social enterprise United Repair Centre (URC) mends approximately 55,000 items a year for over 35 performancewear brands, including Patagonia and Decathlon.<\/p>\n<div class=\"sc-awdjp1-2 cbpRGD sc-awdjp1-3 image align-center\">\n<figure class=\"sc-1cbdeug-0 cXcwgU\">\n<div data-gallery-length=\"4\" class=\"sc-awdjp1-0 ixGgKH\"><img decoding=\"async\" src=\"https:\/\/static.independent.co.uk\/2026\/09\/01\/13\/54\/iStock-2238878474.jpeg\" srcset=\"https:\/\/static.independent.co.uk\/2026\/09\/01\/13\/54\/iStock-2238878474.jpeg?quality=75&amp;width=320&amp;crop=3%3A2%2Csmart&amp;trim=0%2C0%2C0%2C0&amp;auto=webp 320w, https:\/\/static.independent.co.uk\/2026\/09\/01\/13\/54\/iStock-2238878474.jpeg?quality=75&amp;width=640&amp;crop=3%3A2%2Csmart&amp;trim=0%2C0%2C0%2C0&amp;auto=webp 640w\" loading=\"lazy\" alt=\"Shein\u2019s Canadian corporate office and distribution facility in Markham, Canada\" class=\"sc-1mc30lb-0 ggpMaE inline-gallery-btn\"\/><\/div><figcaption class=\"sc-1cbdeug-1 sc-1cbdeug-3 YlsWU hgzWpY\">Shein\u2019s Canadian corporate office and distribution facility in Markham, Canada<span class=\"sc-1cbdeug-7 gjqsiM\"> <!-- -->(<!-- -->Getty\/iStock<!-- -->)<\/span><\/figcaption><\/figure>\n<\/div>\n<p>Perhaps, after a summer of raging wildfires and <a target=\"_blank\" href=\"https:\/\/www.independent.co.uk\/voices\/next-pandemic-deaths-weather-climate-change-heatwaves-flooding-b3029270.html\" title=\"The next pandemic won\u2019t come from a lab. It\u2019ll come from the weather\">climate crisis-related natural disasters<\/a>, the environmental consequences of our shopping habits feel more pertinent than ever, particularly when you consider the statistics: according to Oxfam, the water used to produce the nation\u2019s unworn clothing is equivalent to a lifetime\u2019s supply for one million people. And it has been estimated that the UK sends <a target=\"_blank\" rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.greenpeace.org.uk\/news\/the-uks-fast-fashion-habit-is-getting-worse-and-its-destroying-the-planet\/\">300,000 tonnes of clothes to landfill<\/a> each year. If nothing changes by 2050, the Ellen MacArthur Foundation estimates that the fashion industry will be responsible for 26 per cent of the world\u2019s carbon budget.<\/p>\n<p>But it may not all be a move in the right direction. Consider Lefties, the cut-price chain launched by the owner of Zara as a direct rival to Primark and Shein. Its first UK store opened last week in Liverpool, employing robotics to reduce staffing costs \u2013 self-checkouts scan entire baskets at once. Two other stores will launch next year in the Lakeside shopping centre in Essex and the Metrocentre near Newcastle.<\/p>\n<p>Still, Shein\u2019s stock market debut does mark a clear and significant shift given its previous, seemingly unstoppable, meteoric rise, indicating the future of fashion might be changing. \u201cAs interest in sustainability continues to rise, brands like Shein will have to rethink their ethical and sustainable practices in order to remain both relevant and profitable,\u201d says Dr Marroncelli. \u201cDemand for affordable and stylish clothing remains high, but Shein will have to balance low cost with transparency and quality to meet changing consumer expectations and gain customer trust.\u201d<\/p>\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/www.independent.co.uk\/life-style\/shein-fashion-stock-market-drop-b3042772.html\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more For a while, it [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12636,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/static.independent.co.uk\/2026\/09\/01\/18\/2026-08-12T142440Z_1600263443_RC27HIA4LL25_RTRMADP_3_SHEIN-IPO.JPG?trim=0,0,0,0&width=1200&height=800&crop=1200:800","fifu_image_alt":"","jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"jnews_override_counter":[],"footnotes":""},"categories":[31],"tags":[1128,4838,9864,5813,15308,15309,3861,3777],"class_list":["post-12634","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lifestyle","tag-fashion","tag-fast","tag-horizontal","tag-market","tag-sheins","tag-slide","tag-spell","tag-stock"],"_links":{"self":[{"href":"https:\/\/thehotedit.com\/index.php\/wp-json\/wp\/v2\/posts\/12634","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thehotedit.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thehotedit.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thehotedit.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/thehotedit.com\/index.php\/wp-json\/wp\/v2\/comments?post=12634"}],"version-history":[{"count":0,"href":"https:\/\/thehotedit.com\/index.php\/wp-json\/wp\/v2\/posts\/12634\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thehotedit.com\/index.php\/wp-json\/wp\/v2\/media\/12636"}],"wp:attachment":[{"href":"https:\/\/thehotedit.com\/index.php\/wp-json\/wp\/v2\/media?parent=12634"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thehotedit.com\/index.php\/wp-json\/wp\/v2\/categories?post=12634"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thehotedit.com\/index.php\/wp-json\/wp\/v2\/tags?post=12634"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}