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The beauty category has been an “affordable splurge” as people look for makeup and fragrances they can wear to offices and parties, said Hilding Anderson, head of retail strategy, North America, at digital consultancy Publicis Sapient.

But there were also Denning and Hilding Neilson, an Indigenous astronomer and astrophysicist from the Memorial University of Newfoundland.

While getting the design taken down was great, Hilding says the comments that made her the happiest were from people who said they planned to stop shopping at Shein now that they knew the brand was stealing designs.

Eliza Hilding, a knitwear designer from Sweden, posted an Instagram Reel showing similarities between a sweater vest they made and one that popped up on Shein six weeks later.

“They said that it’s a third-party vendor that’s responsible, and that they are sorry, and that they respect every designer’s intellectual property,” Hilding said.