The Chinese fast-fashion giant Shein is facing mounting criticism in France as it prepares to open its first-ever physical boutique in Paris. The store, located on the sixth floor of the iconic BHV Marais department store, offers a panoramic view of the Eiffel Tower — but its opening has sparked outrage among politicians, employees, and fashion enthusiasts alike.
The boutique, set to open on November 1, marks Shein’s bold move from online retail into physical spaces. The company has also announced plans to expand into five more French cities, calling the initiative a tribute to France’s fashion heritage. However, the move has been met with fierce opposition from both the public and government officials, who accuse Shein of undermining local businesses and promoting unethical labor and environmental practices.

Earlier this week, BHV Marais employees walked out of their shifts to protest the opening, waving banners and chanting slogans against fast fashion. “Shein goes against our beliefs,” said one employee, explaining that the department store’s values have always centered on quality and corporate responsibility.
Paris Mayor Anne Hidalgo also condemned the move, stating, “Paris denounces the establishment of Shein, a symbol of fast fashion, at BHV Marais.” Her remarks echo a broader sentiment across France, where lawmakers are pushing new regulations to limit the influence of ultra-cheap clothing brands.
An online petition demanding that Shein be barred from opening in Paris has already gathered nearly 100,000 signatures. Meanwhile, the French Senate has approved a new “anti-Shein” bill, which proposes up to €10 in taxes per garment purchased from platforms like Shein and Temu. The bill would also restrict advertisements, require transparency about environmental impact, and penalize influencers promoting fast-fashion content.
Adding to the company’s troubles, France’s antitrust watchdog fined Shein €40 million earlier this year for “unfair commercial practices” and misleading advertising. Despite these setbacks, Shein continues to defend its practices, insisting it performs regular audits to ensure compliance with European standards.
Donald Tang, Shein’s executive chairman, defended the company’s choice of location, saying, “By choosing France as the place to trial physical retail, we are honoring its position as a key fashion capital and embracing its spirit of creativity and excellence.”
However, the backlash has led several French brands to pull out of BHV Marais in protest. Local companies such as Aime, Talm, and Le Slip Français have announced their departure, arguing that supporting Shein contradicts France’s sustainability goals.
Despite the criticism, Shein remains popular among French youth who are drawn to its low prices and trendy designs. As France battles inflation and economic pressures, the company’s affordability continues to appeal to consumers, even as ethical concerns grow louder.
The clash between Shein and France reflects a broader global debate — one that questions how far the fashion world can go in balancing affordability, creativity, and responsibility.
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