Fast fashion giant Shein was fined €1 million for misleading environmental claims by Italy’s antitrust authority (AGCM). This is the company’s second significant European punishment in as many months. In particular, the AGCM condemned Shein’s #SHEINTHEKNOW, evoluSHEIN, and Social Responsibility website pages for their “vague, generic, and/or overly emphatic” and occasionally “misleading or omissive” sustainability language. This comes after France fined the company €40 million in July 2025  for engaging in dishonest business activities, including making false environmental claims and offering false discounts. Shein has been accused of contributing to the worldwide plastic pollution catastrophe due to its use of inexpensive, polyester-heavy apparel, which can be found for as little as £1.60. To address critical practical issues, this article explores the implications of these fines, Shein’s environmental claims, and the broader impacts of rapid fashion.

What Did Shein Claim About Sustainability?

On their website, Shein highlights its “evoluSHEIN” strategy, which is based on three pillars: Waste-Less Innovation (Process), Collective Resilience (Planet), and Equitable Empowerment (People). In its evoluSHEIN by Design line, the business emphasized the use of “green” fibers and made promises to cut greenhouse gas emissions by 25% by 2030 and reach net-zero by 2050.

The AGCM, however, believed that these statements were deceptive, and Shein was fined €1 million for misleading environmental claims, as several products included non-recyclable elements like polyester. Claims on the circularity and recyclability of the products were either untrue or unclear. The regulator pointed out that Shein’s claimed “green” fibers did not provide significant environmental benefits throughout the product lifecycle, and the eco-friendly evoluSHEIN by Design line only makes up a small portion of the company’s goods.

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Why Were Shein’s Environmental Claims Deemed Misleading?

The AGCM’s inquiry, which began in September 2023, found that Shein frequently lacked proof or clarity in their environmental statements. For example, given the shortcomings of the present recycling methods for synthetic fibers like polyester, which make up 65% of Shein’s clothes, statements made in the #SHEINTHEKNOW section on the design of a “circular system” or product recyclability were determined to be untrue.

Shein’s ambiguous pledges, including its emissions reduction goals, were condemned by the regulator, who pointed out that the company’s greenhouse gas emissions rose in 2023 and 2024. Shein’s “increased duty of care” was highlighted by the AGCM because of its involvement in the extremely polluting fast fashion industry, which contributes to plastic pollution by producing an excessive amount of inexpensive, synthetic clothing. Hence, Shein was fined €1 million for misleading environmental claims by Italy’s antitrust authority (AGCM).

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How Has Shein Responded to the Fines?

In response to the Italian penalties, Shein said it worked closely with the AGCM and acted right away to resolve issues through its operator, Infinite Styles Services Co. Ltd., located in Dublin. To guarantee that environmental statements are “clear, verifiable, and compliant with regulations,” the company stated that it had revised its website and reinforced internal review procedures.

Following the €40 million French penalty in July 2025, which addressed misleading discounting practices and unsupported environmental claims, similar pledges were made. Nevertheless, criticism endures on websites such as X, where consumers doubt the veracity of Shein’s sustainability claims, reflecting increased consumer and governmental scrutiny of the environmental effects of rapid fashion.

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What Can Be Done to Address Greenwashing in Fast Fashion?

Consumer knowledge, business accountability, and stronger legislation are all necessary to combat greenwashing. As seen by the recent sanctions, regulators such as the AGCM and France’s Directorate-General for Competition, Consumer Affairs, and Fraud Prevention are strengthening their oversight. Businesses must make clear, fact-based statements regarding sustainability that outline the advantages of certain materials and procedures for the environment.

By consuming less fast fashion, supporting second-hand marketplaces, or selecting firms with verified sustainability policies, consumers can lessen their impact on the environment. To safeguard consumers and address the issue of plastic pollution, which fast fashion is a major contributor to, policymakers should impose stricter labeling regulations and sanction deceptive claims.

Also Read: Will France’s New Anti-Fast Fashion Law Force SHEIN, Temu, And Inditex To Go Green? A Deep Dive

Frequently Asked Questions (FAQs)

Q1. What is greenwashing, and why is it a problem in fast fashion?

Greenwashing is the practice of misleading customers by making inflated or untrue promises about a product’s environmental advantages. Fast fashion is troublesome because companies like Shein manufacture enormous amounts of synthetic apparel, which adds to the plastic pollution problem, and false sustainability promises conceal their environmental impact.

Q2. How does Shein’s use of polyester contribute to plastic pollution?

A synthetic material made from fossil fuels, polyester makes up 65% of Shein’s apparel. Microplastics are released into rivers when polyester is laundered, and Shein’s massive production—between two and three billion pieces a year—exacerbates the global plastic pollution problem.

Q3. What steps can consumers take to avoid supporting greenwashing?

Customers can look into sustainability claims made by brands, give eco-certified materials priority, buy used goods, or cut back on fast fashion purchases. Holding businesses accountable is facilitated by supporting governmental initiatives for transparent labeling.

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