Shein hosts a Parisian fashion show just steps from Place Vendôme

Earlier this summer, as Paris prepared to welcome the world for the Olympic Games, the glamour and deep connection between fashion creation and the French capital were celebrated on the Place Vendôme with a grand show coordinated by Fashion magazine.

On Thursday evening, just a stone’s throw from this iconic luxury venue, home to the Ritz, Louis Vuitton and the world’s leading jewellery stores, Shein held its fashion show of young talents. Several hundred influencers, around a dozen fashion journalists and a few special guests of the brand gathered under the arcades of the Cour Vendôme, where Shein had set up long banquet tables laden with its lifestyle products.

As the small crowd filed into the Pavillon Vendôme, the rain intensified and lightning flashed across the Parisian sky, as if the relationship between the brand and France was destined to be electrifying. The global fashion retail giant is under scrutiny by the French parliament, with a law aimed at reducing the environmental impact of the textile industry approved in first reading by the National Assembly. Representatives of the French fashion industry regularly criticise the business model of the Singapore-based e-commerce platform.

These concerns were not on the minds of the 18 young designers who together presented around 50 looks. Working from the vault located in the basement of the Pavillon Vendôme, a former bank, they prepared the show with materials and resources provided by Shein.

The event took place in a cheerful and very eclectic atmosphere, with the participation of all kinds of people, from a businesswoman (who carried editions of The world and Fashion The show, which pays homage to Parisian icons from Édith Piaf to Jacques Dutronc, features all the style categories offered by Shein on its website. Captured by numerous cameras, the show will undoubtedly be used skilfully by the brand's teams, who are known for their ability to interact with customers, especially on social media.

The brand also defends its commitment to inclusive fashion by featuring models of all ages, body types and skin tones from the International College of Models in Paris. This argument in favour of accessible fashion for all is reinforced by a strategy of supporting young designers.

The multinational, which has a program called SheinX to promote proposals from creatives yet to be discovered, announced its intention to support 250 young European talents over the next five years with a budget of 10 million euros. At a time when sources of financing are notoriously scarce, Shein is taking giant steps.

“Europe is home to incredible young talent and we are working to not only empower this new generation of designers but also to drive our ambitions in sustainability and circularity. Just as the local designers who participated in our show have integrated circularity into their creations, we intend to continue promoting the adoption of circular options and preferred materials across our offering,” said Leonard Lin, President of Shein for the EMEA region (Europe, Middle East and Africa). “With collaborations like this and our commitment to invest in bringing more designers into the SheinX program, we hope that Shein can be a catalyst for emerging voices in fashion while also promoting circularity.”

The executive noted that production in the Euromed region has increased and that it is working with stakeholders on circularity, particularly in the textile sector. He defended the group, often criticised for its environmental and social impact due to its significant presence in the industry, explaining that it optimises production through a short-run test model of around 100 pieces. He also mentioned that the company is restructuring to develop a more responsible sourcing of materials.

Asked about legislative changes in France and in Europe – where the European Union is preparing to remove the 150 euro threshold for applying customs duties on e-commerce – the new European president explained that the group will comply with all regulations and pay the necessary taxes in each country.

The new European manager, who travels frequently between Singapore and various countries on the continent, is an expert in his field. He is not a marketing expert, nor a former sales director, nor even a financial director. He is a cornerstone of the group and acts as director of public affairs, and in this role he interacts with industry representatives and government officials. Recently, Shein has strengthened its position in the European market with the addition of former European Commissioner Günther Oettinger.

As Shein has been preparing for months for a possible stock market listing, likely in London, relations with officials and industry representatives have clearly become a priority for the group.

Even Donald Tang, Shein’s chief executive, has been in France and Europe in recent weeks to meet politicians and business leaders. He is said to have been there to explain the company’s model, to listen and gather information, and no doubt to anticipate legislative changes on the continent and to defend the company’s interests.

Investing several million euros to support young designers, who had the opportunity to present their collections in Paris and even sell their creations on a global fashion platform, seems to have paid off. They seized the moment and celebrated well into the evening during the post-show cocktail, enjoying the Parisian fashion showcase offered by the brand.