Shein acquires Everlane to boost its brand credibility and expand into premium fashion.

Shein’s purchase of Everlane has drawn attention because it brings together two brands that once seemed to sit on opposite ends of the fashion spectrum: one built around low-cost, high-volume fast fashion, the other around “radical transparency” and a more sustainability-minded image. But according to Wired and Bloomberg, the deal also reflects a broader shift in the global ecommerce market, where Chinese retail giants are expanding by buying established Western brands rather than just competing with them.