Chinese-founded fast-fashion giant Shein is under fire in France just days before opening its first physical store, after the country’s anti-fraud authorities launched an investigation into the sale of childlike Sex dolls on its online platform. France’s consumer watchdog, the Directorate General for Competition, Consumer Affairs and Fraud Control (DGCCRF), said last week that it had reported Shein to prosecutors and the national media regulator Arcom after discovering the dolls on the site. The watchdog said the dolls’ presentation and descriptions “make it difficult to doubt the child pornography nature of the content.”According to French media, one doll — around 80 centimeters (30 inches) tall and depicted holding a teddy bear — was accompanied by an explicitly sexual caption. The Paris prosecutor’s office confirmed it had opened an investigation not only into Shein but also into rival e-commerce platforms AliExpress, Temu, and Wish over similar listings.

Shein apologises

Shein has since removed the items and pledged full cooperation with French authorities. “We will cooperate fully with the judicial authorities and share the names of those who purchased such dolls,” Quentin Ruffat, Shein’s spokesperson in France, told RMC radio. He called the listings “serious, unacceptable, and intolerable,” attributing them to “a malfunction in our processes and governance.”“Shein does not tolerate any violation of its internal rules and policies,” the company said in a separate statement, promising safeguards to prevent similar incidents.The scandal comes at a delicate time for Shein, which is preparing to open its first offline store in France in partnership with Société des Grands Magasins (SGM). SGM hopes the store will attract younger shoppers and help revive struggling department stores such as BHV and regional Galeries Lafayette outlets.

Doll scandal adds to Shein troubles in France

Even before the controversy, Shein’s arrival in France had already sparked political backlash. Lawmakers have accused the company of “destroying shops” and exploiting customs loopholes that exempt low-value e-commerce imports from duties, allowing it to undercut local retailers.“Shein impacts the vitality of our regions, destroys jobs and destroys shops,” French lawmaker Véronique Louwagie told Reuters. Shein has defended its model, saying its “on-demand” production system, which makes small batches before scaling up based on demand, is more efficient and sustainable. The company argues its online marketplace also helps French brands reach wider audiences.However, the combination of ethical outrage and economic criticism has turned Shein’s much-hyped French debut into a public relations crisis — one that could test its global ambitions.