The partnership between Shein and Forever 21 not only aims to boost sales for both brands but also serves larger goals, such as helping Shein sanitize its reputation and allowing Forever 21 to regain relevancy and attract younger customers.

In a joint venture announced earlier this year, fast fashion retailers Shein and Forever 21 have teamed up to unveil a co-branded clothing line. Under this partnership, Shein will design, manufacture, and distribute a line of co-branded Forever 21 apparel and accessories primarily on Shein’s website. The line will include new sportswear, activewear, and swimwear for both men and women.

This collaboration comes after Shein and Forever 21’s operator Sparc Group entered into a deal two months ago, which involved both companies taking a stake in each other’s businesses. Shein acquired about one-third of Sparc Group, while Sparc took a minority stake in Shein. This partnership has allowed Shein to expand its customer base by selling its affordable apparel at Forever 21’s retail stores, while Forever 21 can leverage Shein’s digital prowess and large customer base to boost its e-commerce capabilities.

However, the partnership serves larger goals for both brands. Shein, which is rumored to be exploring a U.S. IPO, has been facing accusations of using forced labor in its supply chain, exploiting U.S. tariff laws, and stealing designs from independent artists. To combat these allegations, Shein has been working to sanitize its reputation and has made efforts to address these concerns. Partnering with Sparc Group not only helps Shein expand its reach but also provides a powerful ally that could help legitimize the company in the eyes of U.S. regulators and lawmakers.

For Forever 21, the partnership with Shein is an opportunity to regain the relevancy it once had in the mid-2010s and attract younger customers who prefer online shopping over traditional mall stores. By collaborating with Shein, which has led the way in redefining how brands connect with consumers through digital interaction, Forever 21 can boost its e-commerce capabilities and expand its online footprint.

Overall, the Shein and Forever 21 partnership aims to benefit both brands by increasing sales and reaching a broader customer base. Additionally, it serves larger goals such as improving Shein’s reputation and helping Forever 21 adapt to the evolving retail landscape.