Shein, the Chinese fast-fashion behemoth, knows its customer base — Gen Zers who buy their clothes through TikTok ads and other social media platforms. So it makes sense that in an effort to rehabilitate its public image ahead of a possible initial public offering in the U.S., the company, now based in Singapore, turned to a group of social media influencers.
This month, Shein (pronounced SHE-in) flew a group of young and diverse tastemakers on an all-expenses-paid trip to Guangzhou, in southeast China, to tour some of its manufacturing facilities. The goal: show those influencers' followers that, contrary to ongoing reports, the company's operations are all aboveboard. Recent reports allege that Shein's extremely cheap prices are made possible by forced labor, human rights violations, stealing other designers' work and the peddling of clothing made with potentially hazardous materials.
