Italy’s competition authority has slammed globally popular fast fashion giant SHEIN with a €1,000,000 penalty for misleading shoppers about the environmental impact of its products.
AGCM’s year-long investigation found that SHEIN—via its European operator Infinite Styles Services Co. Limited—published vague, exaggerated, or misleading sustainability claims on its website and social responsibility pages.
The company promoted its “evoluSHEIN by design” collection as being eco-friendly and fully recyclable, but authorities determined this was untrue based on the types of fibers used and the realities of current recycling systems.
SHEIN advertised bold promises, such as slashing greenhouse gas emissions by 25% by 2030 and achieving net zero by 2050, but regulators pointed out that the retailer’s emissions actually rose in both 2023 and 2024—contradicting these public pledges.
This Italian fine follows a €40 million sanction from France in July for similar misleading claims and fake discounts.
Fast fashion is a highly polluting industry and brands like SHEIN are under a heightened “duty of care” toward consumers and the environment.
Italy is making it clear: greenwashing has consequences.
