Popular fast fashion companies Shein and Temu have been extending their user base over the past few years, taking advantage of trends, cheap materials, and the environment to become top competitors in the clothing industry. Fast fashion can be understood as a method to get ahead of competing brands by “compress(ing) production cycles and turn(ing) out up-to-the-minute designs, enabling shoppers to not only expand their wardrobes but also refresh them quickly—and cheaply,” (McKinsey & Company, 3). Fast shipping, outrageously cheap prices, and trendy outfits can seem too good to be true to many consumers, and it may indeed be when one takes into account the associated environmental, ethical, and mental health risks.

To begin, Shein has been criticized for cases of child labor: “Their prioritization of rapid production and low costs creates an environment where suppliers are pressured to cut corners, including the exploitation of minors, to achieve unrealistic demands,” (Johnstone, 9). Further, customer privacy rights are often neglected by fast fashion sites as users are asked to input a great deal of personal information when creating an account. For example, Temu “is relentless in its data harvesting, constantly adapting to the fluctuating tastes and trends that define Generation Z’s consumer behavior,” (Auslander, 22). With the vast array of suppliers and external sourcing, past data leaks have been especially detrimental to users, which is even more problematic given how such fast fashion companies prey on younger, impressionable generations through social media.

Social media is one of, if not the largest, forms of media in which young adults and teens both learn about trends and interact with others they find to be influential. Trends begin and end according to the approval of peers, when presented on media platforms, exemplifying its importance and use of FOMO (the fear of missing out). On social media, fashion trends can be quick and desirable; fast fashion companies like Shein and Temu capitalize on teens’ FOMO while shifting their mindset to overconsumption. “Shein competes on speed. The company tracks trending styles on platforms like TikTok and Instagram, then quickly pushes out new products. Most start as small batches. If something sells, they make more. If it doesn’t, it disappears,” (Deep, 8). However, this reframing can soon become expensive when clothes are quickly bought and then tossed aside. If this lifestyle can’t be afforded, it can impact an individual’s sense of worth.

As social comparison theory (Festinger, 1954) asserts, individuals are innately drawn to compare themselves to others in order to gain a sense of how worthy they are in certain areas of life—ownership of products being one such key area of comparison. Social media usage overall has been linked to more engagement in upward comparisons in which individuals are encouraged to compare how they measure up to others who are deemed to be more successful than they are. This is likely because social media sites are overpopulated with highly curated and idealized lifestyle imagery that provide plenty of opportunity to engage in upward comparisons. According to Psychology Today (2026), while a positive impact of comparison can be the motivating factor to improve that some individuals may experience, negative consequences can include lower self-esteem, feelings of inadequacy, and motivation to behave in destructive ways. We argue that sites like Temu and Shein encourage upward comparisons that have the likelihood of motivating destructive thoughts and behaviors.

Even when fast fashion can be afforded, a shopping addiction could be soon to follow. With this new idealized lifestyle, Shein and Temu’s cheap prices become even more appealing. The oversaturation of fashion and societal beauty products on media feeds can severely affect youth, especially young women. Another impact is the further desensitization of the public to consumerism as a whole, including the normalization of shopping addictions perpetuated by social media influencers. In fact, the European Consumer Organization (BEUC) reports that “Shein also deploys what is known as ‘confirm-shaming’, which encourages consumers to feel bad if they miss out on buying a product,” (The Guardian 4). Through the psychological mechanisms and manipulative tactics of these fast fashion brands on social media through encouragement of upward social comparison, FOMO, and confirm-shaming, individuals are likely to experience a negative impact on their mental as well as economic health. Individual consumers, corporate watchdog organizations, as well as media literacy initiatives need to be more vocal about the harms these companies can present.

References

Appius, Larissa. “Humorvoller SHEIN Fall Haul Mit Babyboy.” TikTok, 21 Sept. 2025, www.tiktok.com/@larissa.appius/video/7552519914171469078

Auslander, Viki. “Temu’s Meteoric Rise Redefines the Global Market.” Ynetglobal, 24 Apr. 2024, www.ynetnews.com/business/article/hj5zgd8bc

Deep, Akash. “Is Shein Legit in 2025? Safety, Reviews, and What to Know.” ExpressVPN, 14 Aug. 2025, www.expressvpn.com/blog/is-shein-safe/?srsltid=AfmBOopQG8nu7u_Y7jqCgysR2ZrUb9uUktF9cSJIGyr87kdX1Qf2oC8v

Festinger, L. (1954). A theory of social comparison processes. Human Relations, 7(2), 117–140. https://doi.org/10.1177/001872675400700202

Jimenez, Greta. “The Environmental Impact of Shein: Is Fast Fashion Sustainable?” ShunWaste, 12 Sept. 2025, shunwaste.com/article/how-is-shein-affecting-the-environment?

Johnstone, Ella. “Why Is Shein so Bad? 10 Investigations into the Ultra Fast Fashion Giant.” Eco, 16 Feb. 2025, www.eco-stylist.com/why-is-shein-so-bad/

McKinsey & Company. “What Is Fast Fashion?” McKinsey & Company, 23 Jan. 2025, www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-fast-fashion

Psychology Today. “Social Comparison Theory.” Psychology Today, 5 May 2026, https://www.psychologytoday.com/us/basics/social-comparison-theory

Tarasov, Katie. “Amazon Haul Takes on Temu to Bring Shoppers Cheap Goods from China.” CNBC, CNBC, 22 Dec. 2024,www.cnbc.com/video/2024/12/22/amazon-haul-takes-on-temu-to-bring-shoppers-cheap-goods-from-china.html

The Guardian. “Shein Accused of ‘shaming’ Customers into Buying More than They Can Afford.” The Guardian, Guardian News and Media, 5 June 2025, www.theguardian.com/business/2025/jun/05/shein-fashion-consumer-watchdog-complaint-eu-alleged-dark-practices