KINGSTON, Jamaica – Chinese fashion giant Shein has renewed its partnership with Jamaican social media influencer, Chiney K.

The urban fashion retailer made the announcement as part of details about its fall campaign, Variety Girl, in which Chiney K has been selected to participate.

Speaking about the partnership, Chiney K, whose real name is Kerry-Ann Collins, shared that she was elated to be working with the fast fashion retailer once more.

“We’ve been working together since 2017 and it has been a really good experience,” she said.

“In 2017, working with influencers was a relatively new phenomenon, and they were one of the first brands to really embrace this style of marketing. So, for me, they were visionary in this way, and we’ve just continued to build a relationship, which continues to this day and I am happy for that,” she added.

Chiney K shared that her love affair with the retailer, which she personally supports outside of her partnership with them, began while she was in college.

“In the beginning, I used to shop on Shein a lot, because they have cute clothing for an affordable price. I think that’s the key thing. You know, at the time, I was in college or just graduated college so, I really did not want to spend a lot of money on expensive clothing,” she said.

“Because they keep their price point low, you can literally buy a complete set (top and bottom) and just spruce it up with jewellery, and boom, you got a cute outfit. So, the fact that their clothes are affordable and stylish is a huge plus for girls on a budget. The majority of the things in my closet are from Shein. Also, too, contrary to some opinions, the quality isn’t bad,” she added.

Chiney-K noted that outside of personal fashion, the Shein brand is one that has created a livelihood for Jamaican entrepreneurs, many of whom she notes are resellers of the brand.

“Beyond Influencers, a lot of people here sell Shein and are able to make a living; so Shein is a whole ecosystem,” she said.

“There is a party every weekend and if you need something quickly the local reseller is who you’ll patronize. So now Shein is more popular in Jamaica, more than ever before, and it will only grow in popularity,” she added.

Founded in 2012, Shein is an e-commerce retail player which has taken the hyper competitive fashion market by storm.

Pronounced “she-in,” the company recently surpassed Amazon as the most downloaded shopping app in the United States, according to reports.