What: Shein’s expansion into French department stores has sparked fierce opposition from lawmakers, retailers, and regulators over its fast-fashion model and market practices.

Why it is important: This development underscores the growing tension between digital disruptors and traditional retail, echoing recent regulatory and industry responses in France.

Shein’s attempt to establish a permanent presence in French department stores has ignited significant backlash from lawmakers, retail associations, and regulators, who argue that its low-cost, fast-fashion model undermines local businesses and jobs. The controversy has led to coordinated campaigns by politicians to block Shein’s expansion, including direct interventions with department store executives and public institutions. French authorities have imposed substantial fines on Shein for deceptive pricing and data violations, while new legislation targeting platforms that introduce thousands of new items daily is set to further restrict its operations. The company’s partnerships with local retailers, such as SGM and Pimkie, have resulted in reputational damage and industry expulsions, illustrating the risks for French brands aligning with global fast-fashion giants. At the same time, the removal of customs exemptions for low-value imports and heightened scrutiny of market dumping signal a broader shift in European retail policy. These developments reflect the mounting pressure on digital-first brands to adapt to evolving regulatory and ethical standards in France’s retail sector.

IADS Notes: Shein’s expansion in France has intensified resistance from lawmakers and retailers, as seen in Fashion Network (October 2025), with sector-wide protests, regulatory fines, and the withdrawal of key partners. The introduction of new customs and compliance measures, highlighted in Journal du Net (April 2025), alongside the expulsion of brands like Pimkie from industry associations (Fashion Network, September 2025), underscores the reputational and operational risks for both Shein and its French collaborators. These events, also covered in Inside Retail (November 2025), illustrate the broader challenge of balancing innovation, competition, and sustainability in the European retail landscape.

Inside Shein’s fast-fashion fight in France