Fast fashion purveyor Shein has been going through something of a makeover in the past two years. Its main LinkedIn page now lists Singapore as its home base rather than China, where the company was founded in 2008. This confirms a report that the business had moved permanently at the beginning of last year.

Before the end of last year, it declared weighty interests in its production network as a feature of a work to upgrade its supportability profile and possibly counter uncomplimentary charges about its treatment of assembly line laborers. Then, at that point, toward the start of this year, Shein redesigned its inventory network once more, and said it was reinforcing its Shein X incubator program with plans to add 1,000 additional fashioners this year to the emerging talent incubator. It has hired nearly 3,000 designers and invested $55 million in the project thus far.

However, the business has also engaged in public conflict with its critics. In April, U.S. lawmakers expressed concerns regarding Shein's compliance with trade restrictions and intellectual property laws. There have been many allegations against it in the past. Shein has flatly denied each and every one of the allegations.

However, Peter Pernot-Day is living in an interesting time. At the end of 2021, he joined Shein as chief privacy officer and deputy general counsel, and at the beginning of this year, he became global head of strategy and corporate affairs. His new position will focus on creating and carrying out worldwide corporate techniques and public arrangements, as well as supervising corporate affairs and digital services.

In a recent interview, he discussed his plans to implement a broader circular strategy at Shein and how he is balancing sustainability with customer demand for trendy clothing.