The online fashion behemoth Shein finds itself in the midst of a major scandal, as the UK's advertising watchdog launches a formal investigation into a 'deeply disturbing' shirt advert. The campaign, which has since been pulled, featured a model who appeared to be clearly underage, sparking immediate public outcry.
The controversial advertisement was for a 'muscle fit' shirt and was promoted by influencer Luigi Mangione to his 430,000 Instagram followers. Critics and concerned social media users were quick to flood the platform with complaints, stating the male model looked like a 'young boy' and that the imagery was wholly inappropriate.
Public Outrage and Regulatory Response
The Advertising Standards Authority (ASA) confirmed it has received a significant number of complaints regarding the advert. A spokesperson for the regulator stated, 'We're investigating whether this ad breaks the rules by portraying a model who is or looks under 18 in an inappropriate context.'
The backlash was swift and severe. One horrified user commented, 'This is a child. Why is he being used to model an adult muscle fit shirt? This is so wrong on every level.' Another demanded, 'Report this immediately. This is a child. Take it down.'
Shein's Reaction and Wider Scrutiny
Facing a torrent of negative publicity, Shein removed the advert and issued a statement claiming the model was, in fact, an adult. A company representative said, 'The model in question is over the age of 18. We have removed the post and will continue to monitor and reinforce our strict policies.'
This incident is not an isolated one for the Chinese-based retailer. Shein has repeatedly faced intense scrutiny over its ethical practices, supply chain transparency, and now, its advertising standards. The ASA has previously banned the company for misleading customers with inaccurate discount claims.
As the investigation unfolds, this episode serves as a stark reminder of the intense pressure on fast-fashion giants to operate responsibly, not just in their manufacturing, but in their global marketing campaigns.
