Overview

• The Autorità Garante della Concorrenza e del Mercato fined Infinite Styles Services Co. Ltd €1 million for deceptive “green” claims in the #SHEINTHEKNOW, evoluSHEIN and Responsabilità sociale sections of Shein’s Italian website.
• Investigators determined that assertions of a circular design system and full product recyclability in the #SHEINTHEKNOW section were false or confusing.
• Claims promoting the evoluSHEIN by Design line emphasized “green” fibers without clarifying lifecycle benefits or noting that the eco-focused range represents a small share of total offerings.
• Shein’s pledges to cut greenhouse gas emissions by 25% by 2030 and achieve net zero by 2050 were presented vaguely and contradicted by rising emissions in 2023–2024.
• This penalty follows a €40 million fine by French authorities and an EU finding of illegal commercial practices, underscoring mounting regulatory pressure on ultra-fast fashion models.