AGCM

According to the Authority, promotional messages on the Italian website shein.com relating to the environmental sustainability of Shein branded garments could be misleading/omissive

The Italian Competition Authority has opened an investigation against Infinite Styles Services CO. Limited based in Dublin, which manages Shein's Italian website, due to the possible misleading nature of certain environmental claims contained in the '#SHEINTHEKNOW', 'evoluSHEIN' and 'Social Responsibility' sections of the website shein.com.

According to the Authority, in the context of a growing consumer awareness of the impact of their consumption choices on the environment, the company would try to convey an image of production and commercial sustainability of its garments through generic, vague, confusing and/or misleading environmental claims on the subject of 'circularity' and the quality of products and their responsible consumption. Even some of the information on 'evoluSHEIN', the clothing collection declared 'sustainable' by the company, could mislead consumers about the amount of 'green' fibres used, while also failing to inform them about the lack of additional recyclability of the garments.

In addition, Infinite Styles Services CO. Limited would also vaguely emphasise its commitment to the decarbonisation of its operations, while the targets stated on its website would appear to be contradicted by the substantial increase in greenhouse gas emissions indicated in Shein's sustainability reports for 2022 and 2023.

In the opening of the investigation, the Authority presumed that the company would adopt communication strategies with misleading/omissive traits in terms of sustainability, also considering the environmental impact of its business sector, i.e. 'fast or super fast fashion'.

Rome, 25 September 2024