With the launch of Shein Xcelerator in France, designer Mathilde Lhomme becomes the first French creator to join this international development program for brands and young talents. In partnership with the online fashion giant, she is set to launch her own label, to be distributed in more than 160 countries from the outset. A unique opportunity, but also a decision that raises questions, balancing creative ambition and the issues surrounding Shein’s image.
You are the first French designer to join Shein Xcelerator. What does that mean to you?
Mathilde Lhomme: It’s an incredible milestone for me. I started on my own, as an independent stylist and seamstress for Parisian haute couture houses, and today, joining an international program like Shein Xcelerator allows me to give a new dimension to my creativity. Personally, it’s a dream coming true, and professionally, it’s the opportunity to have my voice and my vision heard on a global scale.
Launching your own brand is a major challenge. How does Shein’s support change the game for you?
Starting a brand on your own is often extremely challenging: handling production, logistics, distribution… With Shein, I can focus on my core craft: design and artistry. Their support gives me access to international logistics, an on-demand production service, and global visibility. In short, it gives me the means to bring my creations to life much faster and farther.
Shein has faced criticism over its social and environmental practices. Did you hesitate before agreeing to this collaboration? How do you reconcile your values?
For me, this partnership is a chance to see things from the inside. For example, we’re working on an on-demand production model—small-batch runs that are replenished only if they sell well, which minimizes overproduction. I met the entire teams in China, and I also had the freedom to choose my own fabrics during that trip. I prefer to view this as a way to give voice to my creativity and to share it on a large scale, rather than stay in the shadows.
You retain the artistic direction. How do you want this first collection to express your identity?
With OverBlushhh, I want to bring a very clear vision: feminine, powerful fashion. My goal is that each piece lets women feel beautiful, strong, and free in their bodies. I’ve always imagined my creations as a blend of comfort and boldness, with
a touch of glamour inspired by the stage and performances that shaped my inspirations during my years as a costume designer for major cabarets like the Moulin Rouge and the Crazy Horse. This identity is the DNA of OverBlushhh, balancing everyday life with the extraordinary—pieces that are accessible yet truly make you feel special… Even when collaborating with a global player, my style remains unique and recognizable.
Your brand will be distributed in 160 countries. How are you approaching this immediate international visibility?
It’s impressive, but it’s also an incredible opportunity. I’ve already gotten a glimpse of this scale thanks to the Shein X program, where I’ve been designing as an independent fashion designer since 2021. Seeing my designs being bought and worn by customers on the other side of the world was an immense source of pride; it’s indescribable to realize that people are investing in what I’ve imagined. Building my own brand alongside Shein in this new program is the natural continuation of a trust-based collaboration. With OverBlushhh, this visibility takes on an entirely new magnitude and pushes me to give my best.
Shein Xcelerator is pitched as a lever for French fashion. Do you think this kind of program can reinvigorate young creators in France?
Absolutely. When you’re a young designer, you often have ideas but not the means. Programs like this make tools that are normally out of reach accessible: production, distribution, large-scale marketing. If it can inspire and open doors for other French designers, then it’s a real step forward for fashion and creativity. It can take years, or even an entire lifetime, to build a brand without certainty that it will work; today, it’s a dream come true.
