However, Italian officials are accusing the company of misleading consumers with claims about the environmental sustainability of the clothing it sells. Environmental organisations have alleged such deceptive practices, known as greenwashing, occur across the corporate world.

Italy’s antitrust watchdog is investigating the online fastfashion giant Shein for potentially making misleading claims about its sustainability practices.

Under European Union anti-greenwashing regulations that came into force this year, companies are banned from making vague environmental claims about their products.

The investigation will look into whether the e-tail giant's website is making claims that could be misleading consumers about its sustainability efforts.

It claims Shein misrepresents sustainability with vague and misleading product statements. Italy's antitrust agency has launched an investigation into Infinite Styles Services CO. Limited, which operates Shein’s website and app,

Italy's competition authority is investigating Shein for potentially misleading environmental claims about its ‘evoluShein’ collection. This follows prior concerns about labour practices and environmental impact raised by advocacy groups.

The investigation targets Infinite Styles Services and accuses Shein's website of trying "to