PARIS — After the hotly contested opening of Shein ‘s first physical retail store earlier this month, French fashion and retail groups are turning up the heat on the Chinese ultra-fast fashion giant.

In a landmark move, 12 French retail federations, alongside several big brands, have launched legal proceedings against Shein ’s Ireland-based European subsidiary, Infinite Styles Service Co. Limited.

The federations’ legal action against Shein seeks to stop unfair competition and ensure compliance with European product safety standards, leveling the playing field for French retailers. It also aims to put a price on the economic harm to the sector as well as potentially recover damages, as well as set a legal precedent for regulating global e-commerce platforms operating in Europe.

The

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