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09.01 - 12:41
How Shein beat Amazon at its own game – and reinvented fast fashion
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theguardian.comLast year, Julia King, a 20-year-old art student and influencer from Texas, noticed that a particular kind of sweater vest was taking over the internet. Celebrities including Bella Hadid had been photographed wearing shrunken, argyle-patterned styles, channelling classic 1990s movies like Clueless during a wave of millennium-era nostalgia. Soon, King found the perfect example in a secondhand shop: a child-sized pink-and-red knitted vest that fit tightly and cropped on an adult. Using herself as a model, King paired it with jeans and a Dior bag, snapped a picture, and listed it for $22 on Depop, an eBay-like resellers’ app favoured by gen Z.
The vest sold instantly, and she quickly forgot about it. But a month or so later, King received a
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