‘[Their] Main target market is Gen Z’

A public high school in Miami has partnered with Shein, the online retailer known for churning out cheap, trendy clothing at breakneck speed. Miami New Times I mentioned.

What is happening?

Students at Barbara Goleman High School are preparing to walk the runway this month, wearing clothes they made as part of a class focused on fashion making.

Shein supports the event by providing accompanying clothing and accessories designed by the teens. The grand prize is an all-expenses-paid trip to the company’s Los Angeles office, where other participants receive Shein gift cards.

The partnership began in early 2024 when a teenager asked Shane to perform for her class.

Some experts see these school partnerships as a marketing strategy.

“Shein’s main target market is Generation Z,” said Professor Xing Lu from the University of Delaware. “[It] “They may feel that partnering with a university might make them more attractive to their customers.”

The company followed similar arrangements with colleges.

Indiana University ended its partnership with Shein in 2022 after students pushed back over business concerns, and when Shein offered a $40,000 scholarship to the Fashion Institute of Design and Manufacturing in Los Angeles, students called her “hypocritical and shocking.”

Why is the Shein High School partnership a concern?

Cheap disposable clothes come with serious environmental damage Human costs. The industry pollutes waterways with textile dyes and microplastics and pollutes the air through them

Manufacturing and global shipping. Many brands rely on dangerous working conditions to keep prices low.

For shoppers, cheap clothes often mean poor quality. Items fall apart after a few wears, forcing you to purchase replacement pieces often. What seems like a bargain ends up costing more in the long run.

What can I do about the environmental damage caused by fast fashion?

If you want it Update your wardrobe Without relying on fast fashion, you can shop at thrift stores or consignment stores in your area. Swapping clothes with friends is another free option.

When purchasing new items, look for brands that prioritize fair labor practices and durable materials. Spending more on well-made pieces means they will last longer, saving you money over time.

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