Forever 21 X SHEIN: A Fast-Fashion Partnership

Graphic by Josephine Seidelmann

SHEIN and Forever 21, two of the largest fast-fashion leaders, are teaming up in a new partnership that aims to benefit both brands. With this new partnership, SHEIN will be able to sell its clothing in Forever 21 stores, and Forever 21 will have a section on SHEIN’s website to sell its clothing. 

Additionally, both companies will share investments with the other company. The greater purpose of this partnership is to get both brands in the wardrobes of more Americans (one of their largest markets).

When Forever 21 made its grand American debut in the early 2000s, shoppers were elated to see accessible, affordable and trendy clothing in their local malls. Forever 21 was one of the first fashion brands of its kind and began the fashion sector we know today as “fast fashion.”

SHEIN experienced a much slower start to their company –beginning in 2008– but in recent years, the number of users has skyrocketed to 74.7 million as of 2022. Of which 13.7 million are American.

This recent partnership is an effort to brighten SHEIN’s controversial image. They have faced major backlash in recent years due to allegations and lawsuits regarding child labor, poor working conditions, stealing designs and toxic chemicals within their clothing materials.

SHEIN wishes to gain the trust of its American users by banding together with one of its biggest competitors. However, Forever 21 has not always had a squeaky-clean record.

Similar to SHEIN, several lawsuits have been filed against the company as a result of copyright infringement accusations and questionable ethical standards. To name a few: promotion of overconsumption, unethical labor practices such as sweatshops, high carbon admission and water pollution, and finally, child labor. 

Will this partnership make a clean slate for both brands to gain the trust of its consumers? If you ask me, no. If these brands truly wanted to amend their reputation, they would provide proper working conditions and a livable wage, not have children working in their shops, make a conscious effort to better their environmental impact and produce a unique style. 

Perhaps through the lens of large corporations this partnership will repair their reputations. But the consumers, who keep their businesses afloat, hold the real power to decide.