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Shein awards the young brand Flaws of Couture


Translated by

Diana Leon Band

Posted on



Sep 14 2021

In order to highlight young fashion designers, but also enrich the plethora of products on its website, Chinese e-retailer Shein launched the Shein X program this spring, offering all new designers the opportunity to present their designs. On September 12, the winner of the 30 applicants was announced: it is the plus-size brand Flaws of Couture, developed since 2008 by Canadian designer and influencer Sasha Ruddock.

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A Flaws of Couture Creation – Shein

The winning brand was chosen by a jury of fashion and entertainment personalities, including Khloé Kardashian, former J.Crew director Jenna Lyons, and American designer Christian Siriano.

Flaws of Couture won the $ 100,000 prize to activate its development, and will be present at Shein Fashion Week in Los Angeles.

Since its inception in June, the Shein X program has selected and launched a score of emerging talents on the platform. The Chinese retailer now aims to support 50 new designers each month. It is a smart and inexpensive way to capture the creativity of young designers, who receive a percentage of the sales of their designs, which the company then manufactures and puts up for sale.

Having passed the € 10 billion mark in sales by 2020, according to Forbes, Shein has become a key player in low-cost fashion distribution, especially for the younger generations, despite its very discreet contours and of the many warnings from observers about the opacity of its supply chain. In August, Reuters revealed that the company had not made public the details of its suppliers, information required by British law, and that it had even made false claims on its website, arguing in particular that its factories were certified by international bodies.

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