In 2023, the fast fashion giant Shein has extended its influence globally. Thousands of flights swiftly deliver its ultra-low-priced clothing from various suppliers to millions of customers, and the explosion of "#sheinhaul" videos on social media has garnered billions of views. However, behind this apparent prosperity lies a significant issue concerning environmental sustainability.
Shein utilizes proprietary machine learning applications to monitor customer preferences and predict demand in real time, fulfilling these needs through an ultra-fast supply chain. This AI-driven business model enables Shein to transform a new design into a finished product within just 10 days, launching up to 10,000 new items daily. Yet, the environmental cost behind this efficiency is alarming: in 2023, Shein emitted 16.7 million tons of carbon dioxide, equivalent to the annual emissions of four coal-fired power plants.
Although Shein has pledged to reduce carbon dioxide emissions by 25% by 2030 and achieve net zero emissions by 2050, climate advocates and researchers point out that the company's rapid production and online direct-sales model are inherently resource-intensive. Using AI software to accelerate these operations could further increase emissions. In fact, Shein's latest sustainability report shows that the company's carbon dioxide emissions nearly doubled between 2022 and 2023.
Shein's business model faces not only environmental issues but is also criticized for textile waste, microplastic pollution, and exploitative labor practices. 76% of the fabrics used by Shein are polyester, a synthetic textile known for releasing microplastics, of which only 6% are recycled. Additionally, despite Shein's claims to improve labor conditions in the supply chain, recent investigations show that overtime work remains prevalent among workers.
Shein claims that its AI technology can help reduce waste and improve efficiency. The company states that the average inventory for each item is only between 100 and 200 pieces, far less than traditional fast fashion brands. However, critics argue that the use of AI may exacerbate harm to workers and the environment, putting factory employees under greater pressure to produce more products in shorter times.
Experts believe that the key to creating a more sustainable fashion industry lies in convincing consumers to buy less. If companies use AI to boost sales without changing their unsustainable practices, their climate footprint will also increase.
Shein's case highlights the double-edged sword effect of AI in the fast fashion industry. While AI technology can enhance operational efficiency, irresponsible use may intensify environmental issues. As the fast fashion industry continues to evolve, balancing technological innovation, commercial interests, and environmental protection will become an increasingly urgent challenge. This requires not only corporate self-awareness but also consumer awareness and the wisdom of policymakers.
