Counterfeits, fraud... Complaints against the fast fashion brand Shein are piling up

Having become a staple in the low-cost fashion market, the Shein brand is also in the crosshairs of judicial authorities. The French Data Protection Authority (CNIL) requested a €150 million fine against the Chinese fast fashion giant on Friday, July 11.

The supervisory authority's rapporteur accuses the brand of "several failures to meet its legal obligations" regarding cookies, the computer files used to track users' browsing habits and offer them targeted advertising. The brand is notably accused of breaching "user consent" and complying with that consent.

But this is just one part of an already extensive legal case. With a rate of nearly 7,000 new models per day, it's not uncommon to find among this impressive number of items clothing similar to designs from other brands.

In February 2025, Lacoste sued the Chinese brand in France for counterfeiting and unfair competition. Two years earlier, H&M sued Shein for "violation of industrial property" after spotting several models strangely similar to those offered in its stores.

This act is severely punished in France. The Intellectual Property Code states that "any person who sells, supplies, offers for sale, or leases goods presented under a counterfeit trademark" is punishable by up to four years' imprisonment and a fine of €400,000.

The Chinese giant is also often singled out for its environmental failings. The brand reportedly ships nearly 5,000 tons of merchandise per day, mostly by air. In response to this influx of cheap items that don't meet certain standards, the Senate passed a binding law for fast fashion brands in June . Retailers must now inform consumers of the environmental impact of their clothing. "We can draw a parallel with the Nutriscore . Each product will receive a score that will correspond to a penalty that the company will have to pay," explained Anne-Cécile Violland, Horizons MP who initiated the bill.

In addition, the DGCCRF (Directorate General for Competition, Consumer Affairs and Fraud Control) fined Shein over €1 million for various violations. After an investigation into their website in 2023, the administration noted the lack of information about the plastic microfibers present in several products.

However, since January 1, 2023, textile brands must include the statement "releases plastic microfibers into the environment during washing" when the proportion of synthetic fibers in the product exceeds 50%.

More recently, last July, Shein was fined a record €40 million in France . Following an investigation by the French Consumer Protection Agency (DGCCRF), the textile giant was accused of running false promotions, inflating its prices to display misleading discounts.

A manipulation of crossed-out prices that affected more than half of the verified ads. The investigation also details that 19% of them offered a smaller reduction than announced and that 11% were in fact price increases. The DGCCRF denounces "practices of profusion of crossed-out prices and permanent promotions (which) give the consumer the impression of getting a very good deal."

The investigation also highlighted a new environmental failing. Shein presented itself as a responsible company on its website without being able to justify it. Messages announced, among other things, that the brand was limiting its environmental impact "by reducing its greenhouse gas emissions by 25%."

Despite these numerous complaints and sanctions, Shein's popularity does not appear to be suffering. In 2024, nearly 35% of French people reported having purchased at least one item on its site, according to a study by the French Fashion Institute (IFM).