Fashion retailer Shein to showcase its fall-winter collections in an interactive, live-streamed shopping event
Starting August 29, 2025, the U.S. will eliminate the $800 de minimis exemption, which previously allowed low-value shipments to enter duty-free and with minimal customs processing. This regulatory change aims to improve national security and economic safeguards by removing the duty-free threshold, and it will impact fast-fashion retailers like Shein and Temu.
The administration has called upon Congress to pass reform legislation that would exclude textiles and apparel from de minimis eligibility. This move is driven by concerns over abuse of the de minimis rule, which was exploited to evade duties, facilitate deceptive shipping practices, and allow illicit goods like fentanyl to enter the country with less inspection.
Implications for fast-fashion retailers include increased costs related to tariffs and customs compliance, as they will no longer benefit from duty-free shipments for orders under $800. The changes will also affect their international logistics, returns processes, and inventory strategies due to the risk of double taxation and additional documentation requirements. Retailers and marketplaces must adjust their supply chains and consider duty drawback programs or other customs strategies to avoid elevated costs and delays.
Shein, a fast-fashion retailer, is not letting this regulatory change dampen its spirits. On August 29, 2025, the company will introduce five new fall and winter fashion collections during its shoppable livestream experience, Shein Live: Front Row. The livestream show will be hosted by Renee Ariel and Julissa Bermudez, with Shein customers modeling the clothing. The collections, titled "Winter Edge," "Effortlessly Casual," "Keep Cool," "Cozy Chic" and "Modern Elegance," feature styles ranging from sweater dresses to outerwear.
Shein has been actively pushing livestream shopping, and the August 29 event will be livestreamed on Facebook, X, YouTube, and Instagram. Viewers can buy the items they see in real-time through the retailer's app. The livestream shopping events are part of Shein's efforts to engage customers and promote its collections in an interactive and immersive way.
In the past, Shein has held livestream shopping events to promote its collections. For instance, earlier this year, the company hosted a livestream shopping event to promote its spring-summer 2024 collection. The previous event also featured actress Teala Dunn, podcast host Jenicka Lopez, and influencers Azra Mian and Aisha Mian.
Fast-fashion brands shipping low-value goods to the U.S. must prepare for heightened customs duties and compliance burdens starting late August 2025. The elimination of the de minimis exemption is part of a broader effort to improve customs enforcement and safeguard national security.
- The U.S. administration is urging Congress to pass legislation that exempts textiles and apparel from the de minimis rule, due to concerns over misuse of the policy.
- The elimination of the $800 de minimis exemption will raise costs for fast-fashion retailers like Shein, as they will no longer receive duty-free benefits for orders under that amount.
- The removal of the de minimis rule will affect not only tariffs and customs compliance but also the international logistics, returns processes, and inventory strategies of fast-fashion brands.
- Fast-fashion retailers, such as Shein, are adapting to the regulatory change by marketing their fashion collections through innovative means, like livestream shopping events on platforms such as Facebook, X, YouTube, and Instagram.
