SHEIN, a rising fast fashion giant, plans to open its first physical store in France on November 1st at the iconic BHV department store. However, the move has been met with opposition from several local groups. The French Jury of Ethics in Advertising (JDP) has accused SHEIN of "greenwashing," a practice in which companies falsely claim environmental benefits through advertising. The ruling stems from a complaint filed by the French Nature Environment Association (French Environment), which alleges that SHEIN's advertising is misleading. In a response letter to BUG, FRENCITY cited the systemic environmental and social problems associated with SHEIN's "ultra-fast fashion" business model as a primary reason for opposing SHEIN's expansion in France. The association claims that the brand relies on overproduction and incentivized consumption, releasing approximately 10,000 new items daily, and uses advertising and short-term promotions to induce frequent purchases and accelerate consumption. The association is calling for stricter policies to curb the environmental and social harms caused by "ultra-fast fashion" brands.