Fast fashion e sua influência midiática: uma análise da representação da juventude no Instagram da loja Shein em 2025

Abstract

Fast fashion is a production model whose main characteristic is mass manufacturing in the fashion industry. As a recent phenomenon, fast fashion has attracted the interest of academic researchers worldwide. The Chinese retailer Shein has become a reference in the fast fashion market due to the wide variety of clothing and accessories available on its website. In addition, Shein efficiently employs the e-commerce model, as in recent years it has carried out millions of sales in Brazil alone. This study aims to analyze Shein’s advertising on the social network Instagram, more specifically focusing on the representation of youth in this communication space. The methodology of this research applies Hall’s (2016) theory of representation, enabling a comparison between this theoretical framework and the representation of youth in the posts from the Instagram account @sheinbrasil. From this analysis, it is possible to understand the main aspects related to young people appearing in Shein Brasil’s posts. Thus, one can identify details such as culture, race, and gender in Shein’s advertisements in 2025.