// Shein named most popular fashion brand in the world
// Money.co.uk found that Shein is the most searched fashion brand globally
Shein has been labelled as the world’s most popular fashion brand, according to data from price comparison website money.co.uk.
The website found that Shein is the most searched fashion brand globally, topping the searches across 113 countries.
The fast fashion retailer is followed by Zara, which took the top spot in 2021.
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German retailer Zalando, which is a non-mover since last year, came in at third place, while Hugo Boss, Michael Kors and Puma are new entries in the list – with each brand landing at the top spot in one country each.
Luxury brands failed to land in the top five for a second year running.
In the UK, Next is the most-searched fashion label.
The full list of top fashion labels around the world can be found below.
| Brand | Number of countries searching | Position change from 2021 |
| Shein | 113 | New entry |
| Zara | 26 | Down 1 |
| Zalando | 18 | No change |
| Nike | 10 | Down 2 |
| Adidas | 8 | Up 2 |
| Macy’s | 3 | Up 11 |
| H&M | 3 | Up 1 |
| Uniqlo | 3 | Up 4 |
| ASOS | 2 | Down 4 |
| Dior | 3 | Up 1 |
| Chanel | 2 | Down 2 |
| Hugo Boss | 1 | New entry |
| Lululemon | 1 | No change |
| Michael Kors | 1 | New entry |
| Next | 1 | Down 5 |
| Puma | 1 | New entry |
The news comes after Shein became embroiled in controversy surrounding working conditions following Channel 4’s Untold documentary.
Following Channel 4’s documentary, Shein said it is “extremely concerned” by the claims presented in the programme.
Untold: Inside the Shein Machine showed factory workers on 18 hours a day with no weekends.
