SHEIN has invested ten million euros in the beginning of a program that will identify, nurture, and develop young designers around Europe.

According to a news release, “A dedicated team will focus on the program, with the goal of onboarding 250 European designers through the SHEIN X Designer Incubator over the next five years.”

SHEIN X lets designers concentrate on their work, while SHEIN manages retail, marketing, and production. In a statement, the business said, “This allows designers to reach a global audience, share in the profits from sales, and retain ownership of their creations.”

Almost 100 designers have taken part in SHEIN X so far, and their products are currently on sale in more than 150 international marketplaces.

“Europe represents an incredible hub of young talent, which is why we are working not only to support new generations but also to advance our sustainability and circularity goals,” said Leonard Lin, president of SHEIN for the EMEA region, in a statement in response to the announcement.