Shein started out selling wedding dresses.
In 2008 Chris Xu, a Chinese search-engine-optimization specialist, set up the online shop in Nanjing that became the world’s biggest fast-fashion company. Xu was a marketing man, not a designer, and for years hardly a verified photograph of him circulated. By 2011 his shop was billing itself as a worldwide leading wedding dress company, drop-shipping gowns from wholesale markets.
Shein on Brandseum