Did Fast Fashion Brand Shein’s ‘Damage Control’ Mission Backfire?

Shein has had quite a moment thanks to the many social media influencers who showcase the Chinese brand’s so-called “fast fashion” attire, which is much cheaper than most other garments on the market today.

The company also has plenty of critics, though, and faces accusations that it mistreats employees and contributes to pollution by selling clothes that are essentially meant to be purchased, worn, and tossed into the garbage.

A questionable tour

In an attempt to get out ahead of the backlash, Shein funded trips for a select group of influencers to come tour its facilities in Guangzhou. At first, things seemed to be shifting in the right direction for the beleaguered company.

Influencers like Destene Sudduth returned from the outing with a glowing review of the factories and the conditions under which the employees worked.

She said that “a lot” of the workers “were really confused” about concerns that people have had about the brand.

“They weren’t even sweating,” Sudduth added. “We were the ones sweating!”

Critics weigh in

Of course, just because a company shows you something doesn’t mean that it’s the whole story. And that’s what a lot of people said to the influencers who took Shein at its word.

One such critic told Sudduth that the company “showed you what they wanted you to see” while another asserted: “It feels like they used you for damage control and it’s disturbing.”

Before long, once-loyal personalities like Dani Carbonari said they’d be cutting ties with the controversial brand.

"I have terminated my relationship with Shein upon returning from the trip, and I will no longer be aligned with them or work with them in any capacity now or ever in the future," she confirmed, describing the partnership as “a huge mistake.”

Chris Agee July 1st, 2023

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