The Competition and Market Authority has launched an investigation against Infinite Styles Services CO. Limited, the Dublin-based company that operates Shein's Italian website. The investigation concerns the possible deceptiveness of some environmental claims in the “#SHEINTHEKNOW,” “evoluSHEIN” and “Social Responsibility” sections of the shein.com website.

According to the Authority, promotional messages regarding the sustainability of Shein's garments could be vague, confusing or misleading. In particular, reference is made to the use of terms such as “circularity” and the “sustainable” quality of the evoluSHEIN collection, which could lead consumers to believe that the products contain more environmentally friendly fibers than is actually the case. In addition, information on the limited recyclability of the garments themselves would be omitted.

The Authority also points out that Shein would vaguely emphasize its commitment to the decarbonization process, despite the fact that its 2022 and 2023 sustainability reports indicate an increase in greenhouse gas emissions, contradicting its claims.

The investigation aims to assess whether the company has adopted potentially misleading communication practices regarding environmental sustainability, with a focus on the impact of the “fast fashion” sector in which it operates.