Can SHEIN’s new Sustainability Chief Transform Procurement?

SHEIN, the fast fashion juggernaut, has made headlines again, this time with the appointment of Mustan Lalani as its new Global Head of Sustainability.

Known for its vast product catalogues and affordability, SHEIN’s reputation for environmental and labour practices has faced intense scrutiny in recent years.

Now, the pressure is on Mustan to steer the company towards meaningful sustainability, particularly within procurement and supply chain operations.

A new era for sustainability at SHEIN

Mustan describes himself as a “senior sustainability strategist and corporate affairs leader” with almost 15 years of experience in driving sustainability transformations for both B2B and B2C organisations. He replaces Adam Whinston, who served as Senior Vice President, Global Head of Sustainability at SHEIN from November 2021 to July 2024.

Taking to LinkedIn to announce his new role, Mustan said: “Thrilled to step into my new role as Global Head of Sustainability at SHEIN. As one of the world’s largest fashion and retail platforms and a pioneer in on-demand fashion, SHEIN represents a disruptive model with the potential to drive sustainability at an unparalleled scale.”

His priorities will include embedding circular fashion principles, decarbonising operations and fostering strategic partnerships.

“The scale and complexity of this challenge are immense, but so is the opportunity to set a new standard for sustainability in the industry," he added. "The work ahead requires bold ideas, collaboration and action."

Procurement’s role in addressing SHEIN’s challenges

Fast fashion is notorious for its environmental and ethical impacts. It ranks as the third most polluting industry globally, trailing only food production and construction.

SHEIN, as the industry’s largest player with a staggering US$32.5bn revenue in 2023, epitomises the sector’s issues. The company reportedly uploads up to 10,000 new items daily, underscoring its reliance on a complex and high-pressure supply chain.

SHEIN has faced accusations of exploitative labour practices, as exposed during investigations by Channel 4 and the BBC in the UK. These reports highlighted factory workers being subjected to gruelling hours and harsh conditions, often in violation of Chinese labour laws.

For procurement professionals, these revelations point to the urgent need for supplier audits and stricter oversight across the supply chain.

In response, SHEIN has made commitments to improving conditions and ensuring “the fair and dignified treatment of all workers within our supply chain.” However, achieving this goal will require systemic changes, particularly in procurement practices where cost pressures and sustainability often collide.

As Global Head of ESG at SHEIN, Adam noted: “I believe that there is a lot of opportunity in the fashion industry to improve sustainability at all stages of the value chain. SHEIN has already set itself apart from other brands by developing automated supply chain technology to reduce deadstock and inventory waste.”

While these innovations show potential, they must be scaled and aligned with transparent procurement strategies to have a lasting impact.

Who is Mustan Lalani?

Mustan joins SHEIN following a distinguished tenure at Tetra Pak, where he led sustainability initiatives across 27 markets in North and Eastern Europe.

His roles at the packaging company included Sustainability Director and Corporate Affairs Director, where he developed strategies to integrate environmental and social responsibility into core business operations.

Armed with an academic background in actuarial science and a Global Executive MBA from INSEAD, Mustan brings both technical expertise and strategic insight to his new role.

At SHEIN, he will lead the development of a global sustainability strategy with a focus on circular fashion, decarbonisation and ESG alignment. His efforts will also encompass initiatives like the company’s €250m (US$262.2m) Circularity Fund and advancing supplier solarisation programmes.

“My role bridges innovation and accountability, embedding sustainability into SHEIN’s operations at scale to help shape the future of responsible fashion,” he said.

For procurement teams, Mustan’s leadership could signal a shift towards more transparent supplier relationships and greener logistics solutions. By embedding sustainability into sourcing decisions, SHEIN has the potential to influence practices across its vast supply chain.

The road ahead

Mustan’s appointment marks a significant step forward for SHEIN, but the road ahead is daunting. As the largest fast fashion brand in the world, it carries the weight of enormous public scrutiny.

Any attempts to improve sustainability will require a delicate balance of maintaining affordability for consumers while addressing deep-seated issues within its supply chain.

From supplier audits to waste reduction, SHEIN’s procurement practices will be central to this transformation. If Mustan can successfully align sustainability with SHEIN’s disruptive on-demand model, he may set a precedent for the industry.

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