Chinese fashion giant Shein will open offices in Barcelona, ​​where it will house its marketing team for the Spanish market, despite the investigations opened by the European Commission against the company and the growing tariff pressure. The presence in the Catalan capital represents "a strategic step" for the multinational of fast fashion, according to the director of branding Shein's Borde Hiransomboon, this Thursday at the presentation of the delegation.

The Spanish government has proposed strengthening controls on imports and e-commerce packages from Amazon, Shein, and Temu valued at up to €150. These are some of the measures that Economy Minister Carlos Cuerpo presented to representatives of the 17 autonomous communities at the Interterritorial Council for Internationalization meeting, held at the Pedralbes Palace in Barcelona. Given the context of US tariff policies under Donald Trump, with imports, like exports, on the rise, and although border controls are effective and thorough, "a further step is necessary regarding industrial products to guarantee competition and consumer protection," he explained at a press conference alongside Catalan Minister Sámper. This plan, developed in coordination with the autonomous communities, aims to ensure that there are no "weak points" for the entry of products that do not meet European requirements. Therefore, they are also working in coordination with the European Commission. The intention is to expand the list of industrial products, working in conjunction with the sectors involved. And greater control over small packages, up to 150 euros, which were previously exempt from tariffs and duties, but are now not. The goal, he said, is "to ensure they compete on a level playing field with domestic products and with guarantees of consumer protection." This is especially focused on textiles, footwear, and toys. The Minister explained that a working group will be created with e-commerce platforms, such as Amazon and Shein, to address the safety of the products they sell and the creation of an early warning system in coordination with the regional governments to anticipate risks or fraud that could affect businesses. The idea, as the Minister explained to ARA, is to follow the approach used with financial institutions to prevent the closure of bank branches in rural areas and to improve services for the elderly; that is, through the involvement of the sector, rather than through mandatory regulations and laws. The Minister of Economy has announced that the foreign trade data to be published this Thursday will reflect, in terms of exports, "one of the best years in history," despite the challenges in the international arena. It is within this context of strong growth in the foreign trade sector that he has framed the measures to protect sectors and consumers from industrial products that do not comply with European regulations. For his part, Sàmper has stated that the Catalan government's plans for 2026-2030 aim to add approximately 2,000 more exporting companies to the 18,000 that currently export regularly by the end of the period. These companies will each sell to at least five countries for a minimum value of 5 million euros. Therefore, 30 million euros in aid has been allocated to 1,000 companies. The regional minister has stated that US tariff policies have affected Catalan exports to the US worth approximately €2 billion, representing 67% of total exports. This is all being done under the umbrella of diversification: exports to China, Japan, Korea, Indonesia, and other countries.

The European Commission has opened an investigation into the Chinese company Shein for alleged violations of EU regulations due to the addictive design of its website, the lack of transparency in its recommendation systems, and the sale of illegal products, such as child-like sex dolls. This is an important step in defending the rights of European consumers, who often find themselves defenseless against large Chinese or American corporations that disregard EU regulations and, frequently, even flout them. In Shein's case, it is clear that the sale of sex dolls with childlike features cannot be permitted because that would be tantamount to promoting pedophilia. But the Commission's warning to Shein that it cannot create addictive effects in shoppers with techniques such as awarding more points for browsing time is particularly interesting, because online shopping addiction has long been identified as a problem that needs to be addressed.

This week the European Union has approved a new tariff measure: charge three euros for each international package that arrives in European territory with a value of less than 150 euros. Although not explicitly stated, the focus is clear: the major platforms ofe-commerce Asian brands, like Shein or Temu. The question is inevitable: will this measure really work?

France's crusade against Shein continues. The day after initiating proceedings to shut down the Chinese platform's website in France, the government launched an unprecedented operation this Thursday to detect the entry of products from the Chinese platform.ultra-fast fashion that do not comply with European safety regulations. The Ministers of Trade, Serge Papin, and of Public Accounts, Amélie de Montchalin, went to the customs area at Charles de Gaulle Airport to ask agents to open the 200,000 Shein packages that arrived in recent hours. Dozens of customs agents, all wearing gloves, opened the packages one by one in front of the ministers, searching for prohibited products. "The initial results show non-compliant and illegal products: unauthorized cosmetics, toys dangerous for children, counterfeit goods, and defective household appliances," De Montchalin stated. According to a study conducted by Belgian consumer associations, 70% of the products from platforms like Shein or Temu are illegal according to European standards.

The French government has temporarily suspended the Chinese e-commerce platform Shein in the country until it demonstrates that "all its content complies with current laws and regulations." The decision was made following a scandal sparked by the platform's launch. from an advertisement by the company where hyper-realistic dolls that looked like little girls were being sold as sex toys.

The advertisement has since been removed, but until Tuesday, hyper-realistic dolls resembling young girls were being sold as sex toys on the Chinese fast-fashion platform Shein. While the doll was clothed in the photograph, the product description left no room for doubt: "Ideal doll for lonely men" and "male masturbation toy with erotic body, vagina, and anus." The discovery has sparked outrage in France—where the law prohibits the sale of pedophilic sex toys—and the government has threatened to ban Shein's online platform in France. "Shein has crossed the line. These horrific objects are illegal," said Economy Minister Roland Lescure in an interview on BFMTV. "If this type of behavior is repeated, I will request that access to the Shein platform be banned from the French market," he warned. The sale of the dolls, priced at €186.94, was discovered on Monday by the French government's consumer protection agency, but it is unknown how long they had been available.

In the face of (so far frustrated) attempts by Brussels and countries like France to curb the growth of the Chinese fast fashion giant, Shein is striking back. The Asian brand has surprised everyone by announcing that it will open its first permanent physical store in early November: it will be in Paris, on the sixth floor of the BHV department store, located in the city center. Subsequently, it will open five more stores in France, according to the Asian giant in a statement, in the Galeries Lafayette – usually focused on luxury fashion – in Dijon, Grenoble, Reims, Limoges and Angers.

Increased pressure on large technology multinationals. France has fined Google 325 million euros for displaying ads in Gmail users' emails without their consent and for using cookies. (cookies in English, the small text files that are used to track you when you use a website) without valid consent, and has done the same with the platform ofultra fast fashion Shein, who has also been fined 150 million for imposing these cookies without the approval of Internet users and for not informing them correctly.

Gemma Molner and her sister are the third generation of a small line of shopkeepers. Their grandparents opened their doors, and today the family business – Xarol fashion stores – has two stores in Tarragona and Reus. However, she has long observed how her customers' consumption habits are changing at a dizzying pace. "Online sales are here to stay. Since Covid, they haven't stopped growing," says the Reus-born businesswoman, who is also a member of the trade committee of the Pimec employers' association in Tarragona and represents the El Tomb trade association in the capital of Baix Camp.

As soon as you click for the first time, you're greeted by a golden gift with a red bow. In a second, it explodes, giving way to a seductive message: "Special offers just for you. 60% off any order." The fine print clarifies that the promotion is only for new users and applies to select items. But once you're inside, the platform doesn't let up: percentages, coupons, free shipping... A constant barrage of brightly colored advertising promising fashion at prices you can't refuse.

We've all heard of Shein or Temu. These are names that perfectly sum up the new era ofultra fast fashion that the global fashion sector has entered. These two online retail platforms have pushed the impulse buying model that their predecessors (Inditex and H&M) began implementing years ago to the limit. In this dossier, we explain this new phenomenon, which makes the concept of disposable clothing even more radical. We examine the new giants setting the standards in the fashion industry, and how Catalan companies are embracing the new era.

European consumers are appealing against Shein for its "deceptive techniques." Twenty-five associations from 21 countries, grouped under the umbrella of the European Consumer Organization (BEUC), have filed a complaint with the European Commission seeking to intervene against the "illegal practices" of the Chinese fast-fashion giant, which offers all kinds of clothing at certain prices.

Cayetana and her mother, Susana, have been queuing since half past five in the morning. They are not waiting for the star of the latest Netflix series or their favourite music band. They have been standing for hours in a line of dozens of people at Portal de l'Àngel because their online store of choice is finally opening a physical shop. It will be there for the next ten days. Shein, the Chinese fast fashion giant, landed this Thursday in Barcelona with a pop-up store that will be open until July 10 and that has generated great expectations after the the same strategy drew huge crowds a few weeks ago in Madrid.