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Shein Flew Influencers to China to Help Its Image. A Backlash Ensued.



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When the ultrafast-fashion retailer Shein invited Kenya Freeman on a free two-week trip to China, she was thrilled. It has become a status symbol for Instagram and TikTok creators to be taken on paid excursions by brands, and Ms. Freeman, who had also been designing clothes for Shein for two and a half years, saw it as a major opportunity.But while brands often plan such trips to promote new products or generate online buzz, Shein’s pitch was unusual: She was among half a dozen influencers in the United States who would tour its factories and a shipping center, and meet workers. Shein, which has been under growing regulatory scrutiny as it grapples with accusations that its goods are made with forced labor, was hoping that the creators would post a more upbeat narrative about the company during …

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