Poison and junk

What it’s like to shop at Shein’s junk store

An evening dress copied from a fashion label is available from €7.90: the fabric feels rough and the garment smells of chemicals. The store in Rome focuses on rock-bottom prices, and after closing time, homeless people sleep in front of it: two worlds, one reality.(Bild: Krone KREATIV/Sandra Pichler-Ramsauer)

Ultra-fast fashion giant Shein keeps popping up its pop-up stores in shopping streets. In Rome, "Krone" reporter Michael Pichler experienced a strange shopping sensation. Plus: More Shein than being! This is how the controversial Chinese low-cost model works, which is meeting with increasing resistance and has a prominent former EU commissioner as an avid supporter.

Annoying, loud music blasts at me, accompanied by a pungent mixture of sweet musk and something reminiscent of the paint department at Bauhaus. I am in the middle of Via del Corso in the heart of Rome. This is where luxury fashion chains and designer stores line the streets. This is where money is hardly an issue for most customers, especially in side streets such as Via Condotti.

Many young people are bustling about in the store, with particularly affordable offers on bargain tables. A quick glance is enough for the group of stylish teenagers, then the item goes into the shopping bag: "It's so cheap..."