The Italian Competition Authority (AGCM) has today launched an investigation against Infinite Styles Services CO. Limited, a Dublin-based company managing the Italian website of Shein, a well-known online fast fashion brand. The investigation concerns alleged misleading advertising practices related to environmental claims made in various sections of Shein's website, including “#Sheintheknow,” “evoluShein,” and “Social Responsibility.” 

Specifically, in these sections, the brand claims to be engaged in ecological and social initiatives aimed at reducing the environmental impact of its operations, contributing to more sustainable fashion.

However, AGCM suspects that these claims may constitute greenwashing- the tendency of companies to present a false image of sustainability by exaggerating or overstating their environmental commitment to attract environmentally conscious consumers. Shein's sustainability claims could, therefore, be misleading and not based on actual business practices, which would violate the Consumer Code provisions on misleading advertising.

According to the Authority's statement, given the growing consumer awareness of the environmental impact of their purchasing decisions, "the company appears to be promoting an image of productive and commercial sustainability of its clothing through generic, vague, confusing, and/or misleading environmental claims related to the circularity and quality of its products and their responsible consumption." Additionally, some information on "evoluSHEIN," the collection described by the company as "sustainable," might mislead consumers regarding the amount of "green" fibers used, while also omitting information about the non-recyclability of the clothing items. Furthermore, Infinite Styles Services CO. Limited reportedly emphasizes its commitment to the decarbonization process in a generic manner, while the goals stated on the website appear to be contradicted by the significant increase in greenhouse gas emissions noted in Shein's 2022 and 2023 sustainability reports”.

The investigation initiated by AGCM against Infinite Styles Services CO. Limited represents a significant step in the fight against greenwashing in the fashion industry, highlighting the importance of transparent commercial practices and truly sustainability-oriented corporate policies, benefiting both consumers and the environment.

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