‘Worst of the worst’: why is fast fashion retailer Shein launching a reality show?

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The company’s cheap clothes and accusations of design plagiarism seem to conflict with the purported values of its Gen Z fans

As one of the biggest fast fashion companies on the planet, Chinese retailer Shein (pronounced she-in) holds its loyal community of Gen Z customers close through its domination of social media platforms.

The brand, famous for its ultra-cheap bike shorts, crop tops and bikinis, has been associated with celebrities from Hailey Beiber to Katy Perry and Rita Ora. But even as the company re-writes the rulebook on marketing in the social media age, accusations of supply chain problems, environmental damage and design plagiarism haunt it.

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