A video just over a minute long was enough for Cuban content creator Annie Soto (@annettesoto_) to spark an unexpected controversy: explaining why she doesn't buy clothes from Shein resulted in a flood of reactions that she herself described as incomprehensible.
In the recording published on August 6, Annie Soto clarified that her stance is not an outright rejection of the platform but a personal decision based on specific experiences: when receiving large orders—clothing for herself and her children—she noticed that the seams and the quality of the fabrics did not convince her.
"Every time I bought something, I would order giant boxes, and each time the clothes arrived—whether for the kids or for myself—I realized that I didn't like the seams, I didn't like the quality of the fabric; it just wasn't for me," she explained in the video.
Her followers suggested that she learn to read reviews and choose brands within the platform that offered better value for money. Annie Soto acknowledged the advice but decided not to go through that process.
What nobody expected was the reaction from part of her audience, who interpreted the creator's personal opinion as a direct criticism of those who do shop at Shein.
"It’s incredible that there are people who take this as if one were denigrating or humiliating them for buying clothes there," said Annie Soto, visibly surprised.
The Cuban went further and questioned the origin of those reactions: "What kind of complexes are those? Just because someone doesn't like something doesn't mean they're saying, 'Oh, you buy there.'"
To make it clear that her stance is not a condemnation of the brand, Annie Soto clarified that she does buy accessories from Shein. "I have little glasses from Shein; I wouldn’t trade them, I love them. Accessories, things I buy for the girl’s hair, and that’s it," she specified. Her rejection, she insisted, is strictly limited to the clothing.
The video accumulated over 92,200 views, 6,365 likes, and 224 comments, figures that reflect the level of debate it generated among the Cuban community on social media.
This dynamic is not new. For many Cubans abroad, Shein represents an affordable clothing option, so any criticism of the platform can be perceived as a judgment on the purchasing power of its users. In Cuba, access to clothing has always been a sensitive issue: prices in state stores and on the informal market far exceed the income of most of the population, and platforms like Shein—accessible through private shipping services—have become an alternative for those with relatives abroad.
Shein, for its part, has faced multiple global inquiries: at the end of 2025, Greenpeace detected harmful chemicals —such as PFAS, phthalates, lead, and cadmium— in its garments, and the European Commission initiated proceedings against the company in February of this year under the Digital Services Act.
In the case of Annie Soto, however, the argument is strictly personal: she doesn't like clothes, and she believes that should be enough.
Days before this controversy erupted, the Cuban model Carmen Rosa revealed what it's like to work for Shein in China, with shifts that involve between 60 and 80 outfit changes, adding another layer to the debate about the brand within the community.
“Ladies and gentlemen, we need to normalize that not all of us have the same tastes and that we don’t all shop in the same place,” was the phrase with which Annie Soto opened her video, summarizing the sole conclusion that, in her view, should be drawn from the entire matter.
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