Chinese fast-fashion giant Shein has opened its first-ever physical store worldwide in Paris’s historic BHV Marais department store — but the launch immediately triggered fierce backlash from both French politicians and the public.
Known for its ultra-low prices and “super-fast” production cycle, Shein has long been accused of environmental pollution, poor labor conditions, and design plagiarism. Many in France see the brand’s business model as fundamentally at odds with the country’s fashion culture, which values craftsmanship, quality, and sustainability.
Paris Mayor Anne Hidalgo publicly condemned Shein’s arrival, calling it “inconsistent with Paris’s commitment to sustainable commerce,” and warned that it undermines local businesses’ survival. The French Federation of Ready-to-Wear went further, accusing Shein’s “ultra-fast fashion” model of “destroying dozens of French brands,” and urged government intervention. In protest, several French labels have withdrawn from BHV, while some suppliers criticized the department store for “selling its soul for profit.”
The controversy extends beyond fashion ethics. Shein was recently found to have listed child-like sex dolls on its online marketplace, prompting a judicial investigation by French authorities. Finance Minister Roland Lescure warned that any repeat offense could lead to a nationwide ban on Shein’s operations in France. The Paris Prosecutor’s Office has also launched a criminal investigation into Shein, Temu, and AliExpress over allegations of distributing child pornography and other illegal content.
Under mounting pressure, Shein has announced that it has banned the third-party merchants involved and is cooperating with French regulators to ensure full compliance with local laws.