Chinese fast-fashion giant Shein has teamed up with global pop star Anitta to launch its first product collaboration as part of its EvoluShein by Design initiative.
The EvoluShein by Design initiative aims to accelerate the use of more sustainable materials and responsible manufacturing practices company-wide.
In particular, its goal is to source a majority of Shein-branded products according to its EvoluShein by Design Standard by 2030, which requires garments to consist of at least 30% preferred materials and to be manufactured by suppliers that have achieved high social and environmental compliance verification through third-party audits.
“EvoluShein by Design supports a more circular system that mitigates textile waste and reduces consumption of new raw materials,” said Caitrin Watson, director of sustainability at Shein.
“We aim to continue reducing the environmental impact of our products while collaborating with other industry leaders to propel the circular textile economy forward. Launching this collection with Anitta is an opportunity to promote alternative and informed fashion choices in a way that is engaging for our customers and brings them along on our EvoluShein journey.”
Dubbed ‘EvoluShein x Anitta’, the new collection showcases styles made from recycled polyester, forest-safe viscose styles, as well as several limited-edition styles made using rescued textiles left over by other fashion brands. All items in the collection are equally shipped in packaging made with recycled content.
Anitta is a Grammy-nominated global superstar who has become the leading artist of a new generation of Latin American music, with over 64 million Instagram followers and nearly 17 million YouTube subscribers, garnering more than 6 billion views.
“I am happy that Shein is taking an important step in sustainability and its overall environmental impact,” said Anitta. “We all want to look great, while also respecting the planet and people.”
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