Global fast fashion giant Shein has launched Aralina, its newest and first-ever Australian label launch.
Former Cotton On buyer Tara Skene-Haygarth was appointed last year to lead the launch as brand director.
Skene Haygarth left Cotton On in early 2023 for a career break after seven and a half years with the company. She grew to be the head of product and buying for the group. After leaving that role, she then became the director of a retail consulting firm, before being offered the role with Shein.
The new Aralina range covers casualwear, loungewear, swimwear, and athleisure, and is available from sizes 6 to 24.
“Our brand, Aralina, proudly draws inspiration from the vibrant Australian lifestyle”, Skene-Haygarth said.
“We believe true beauty comes from within. Our designs celebrate natural beauty, inclusiveness, and a commitment to self-expression. Each collection is not just about fashion; it’s about living beautifully and with confidence I’m excited for the world to experience it."
According to Shein, the Aralina brand utilises its on-demand production model, which they claim leverages real-time and production performance insights to better predict what its customers want. This, the global giant claimed, “helps minimise the mismatch of demand and supply that results in overproduction of inventory that is typically associated with the traditional fashion retail model.”
Various research shows that between 10 per cent and 40 per cent of global clothing production is not sold in the end. It is unknown if Shein itself faces overproduction issues.
In its latest modern slavery statement to Australia, covering the 2023 financial year, Shein confirmed its products are manufactured by third-party contract manufacturers, while non-Shein branded products are sourced from finished product vendors, primarily based in China.
In 2023, Shein worked with approximately 5,800 contract manufacturers. “The supply chain for Shein-branded products also includes, without limitation, suppliers of textiles, packaging and other accessories for use by contract manufacturers, as well as other subcontractors of those contract manufacturers,” Shein shared in the statement.
“Shein does not have direct ownership of the facilities operated by the above-mentioned suppliers of Shein-branded products, but it expects those suppliers to share its commitment to ethical practices and human rights and has taken various steps, including those detailed below, to encourage and incentivise good practice by its suppliers in this regard.
“As for finished product vendors, such vendors are contractually obliged to ensure that their products are compliant with local laws and regulations, and safeguard against risks of forced and child labour.”
Skene-Haygarth said she and her team are determined to deliver a more thoughtful collection.
“We are constantly adapting, learning and evolving – and we’re ready to understand the future of retail,” she said. “We are working towards 20 per cent of our Aralina range to be made with preferred materials by the end of the year.”
Currently, the range reportedly features 9 per cent of its styles that incorporate preferred materials, such as forest-safe viscose fibers and 30 per cent recycled polyester blends.
“Through Shein's on-demand production model, Aralina produces initial test batches between 100 to 200 units per design at launch. An additional order is only placed when we know an item is selling well,” Skene-Haygarth said. “This enables us to work towards reducing the waste and excess inventory our brand generates.”