Photo by Alexi Romano
Shein, the online ultra-fast fashion app store is launching its first permanent bricks-and-mortar store in the world in Paris of all places. The store will be on the sixth floor of Paris’s prestigious BHV department store, a historic building that's been located across from Paris’s city hall since 1856.
Shein has about 23 million customers in France, one of its biggest European markets. Yet, there have been protests, political anger and fury from BHV workers who staged protests and strikes over concerns that Shein's store will damage Paris city’s progressive image.
It feels like this move might be Shein’s attempt to camouflage into France's prestigious, legacy fashion space which can potentially boost the brand's reputation. Otherwise, it could represent a slap in the face on France because this year, France has been ‘punching Shein in the gut’ with policies and fines.
In several moves to protect France's legacy fashion industry, France's economic contribution from their fashion industry and the environment. These hardcore laws and fines were aimed at ultra-fast fashion brands but Shein has been hit the hardest. Here's the list of legislation and fines:
1. France introduced a new law targeting ultra-fast fashion brands like Shein and Temu with an eco-tax, an advertising ban, and an environmental impact labeling requirement. The progressive tax on ultra-fast fashion, starts at €5 per item and rises to €10 by 2030. The ban on promoting ultra-fast fashion also includes social media.
2. France fined Shein €40 million in July 2025 for deceptive commercial practices, such as misleading consumers with false price reductions and environmental claims.
3. France's data protection authority (CNIL) also fined Shein €150 million in early September 2025 for violations related to digital data tracking, specifically its website cookies. The fine was for failing to obtain proper user consent before tracking, not properly informing users about cookies, and making it difficult for users to opt-out.
With Shein's current valuation being around $30 billion, they can afford to be agile and hit France with what's allegedly a power move like this new boutique in France's fashion capital, Paris. It feels like a message.
Let me know what you think of Shein's chess move. Will it be profitable for them? Will Parisians boycott or shop at Shein de Paris? Do you think Shein will go on to open more stores in France? What do you think France will do next?
Article by Nina Gbor