The Italian Competition Authority has launched an investigation against Infinite Styles Services CO. Limited, the operator of Shein's Italian website, over potentially misleading environmental claims made on the site.

The Authority is concerned that Shein's promotional messages regarding the environmental sustainability of its garments, particularly in sections like '#SHEINTHEKNOW' and 'evoluSHEIN', could be generic, vague, confusing, and misleading to consumers.

Specifically, the investigation focuses on whether Shein's claims about the 'circularity' of its products, the quality of materials used, and responsible consumption practices are accurate and transparent. There are doubts about the actual sustainability of the 'evoluSHEIN' collection and the company's commitment to decarbonisation, especially given reported increases in greenhouse gas emissions.

The Authority suspects that Shein may be employing communication strategies that are misleading or omit key information about the environmental impact of its fast fashion business model.