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Shein offers a selection of former members of the government and Medef. The Chinese fast fashion giant, criticized for its controversial practices, has just recruited Christophe Castaner, Nicole Guedj and Bernard Spitz to its new regional strategic committee. Officially responsible for supporting the company with its CSR ambitions, this recruitment divides and fuels doubts about the sincerity of the approach.
A strategy that challenges
Behind this announcement, Shein is entering the game with proven methods: using respected public and economic figures to improve its image and above all getting closer to key political and decision-making players. Christophe Castaner, former Minister of the Interior, Nicole Guedj, former Secretary of State and renowned lawyer, and finally Bernard Spitz, former president of the Medef International Commission, were recruited to join the team supposed to support Shein on crucial issues such as decarbonization, the circular economy and supply chain transparency.
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Ambitious goals… but vague
Shein affirms, to our colleagues at FIGARO, that it wants to “take advantage of the knowledge of these global experts” to progress in its sustainability journey. A politically correct speech, but which remains to be translated into concrete actions. The big announcements will not be enough to erase the accusations weighing on the company: exploitation of resources, questionable working conditions and an economic model intrinsically opposed to sustainability.
Despite promises, no detailed plan has yet been presented to meet growing regulatory expectations in Europe, where laws are tightening to limit the impact of fast fashion.
Barely disguised lobbying?
The choice of members of the strategic committee also raises questions about the real purpose of this initiative. With Christophe Castaner, Shein has a well-filled address book in French public spheres. A strategic advantage at a time when the group is facing increasing political pressure.
The joining of Nicole Guedj and Bernard Spitz, accustomed to the institutional workings, also reinforces this impression of an operation more oriented towards influence than towards transformation.
So the message seems clear: Shein wants to secure its positioning in Europe, even if it means raising questions about the ethics of its approach.
Strategic timing in the face of tightening regulations
These recruitments come at a particularly opportune time. Europe is preparing to toughen its legislative framework against fast fashion, with initiatives aimed at limiting the environmental impact of this industry and making its practices more transparent. In France, for example, a bill adopted in the National Assembly in March aims to reduce the attractiveness of fast fashion products, by targeting their ecological footprint and the chemical substances used.
Despite growth of 30% and the 3 million French people who visit its site every day, SHEIN anticipates difficult months. His recent recruitments immediately provoked the anger of many players in the French tech ecosystem, highlighting the growing tensions between the Chinese platform and the French entrepreneurial ecosystem.
The French Federation of Women’s Ready-to-Wear is outraged by these alliances between Shein and public figures.
The French Federation of Women’s Ready-to-wear denounces a clear attempt at greenwashing and lobbying aimed at slowing down the adoption of responsible practices in the sector and adopts a critical position regarding the commitment of these public figures to a company whose environmental and social impacts are denounced.
“We cannot let the interests of companies like Shein trample an entire industry’s efforts to adopt responsible practices. These shameful partnerships between politicians and a destructive giant must not influence our common future. » indicates, through a press release, Yann Rivoallan, President of the French Federation of Women’s Ready-to-Wear
It is in this context where the political and legislative issues around fast fashion and its practices are increasingly scrutinized, that SHEIN increases efforts to influence the European regulatory framework. The platform is investing in public relations campaigns and intensifying its exchanges with political decision-makers, under the guise of positioning itself as an actor engaged in sustainability initiatives. But as the Chinese proverb says, “The clothes do not make the monk”
