Shein’s first permanent store in Paris is set to open Wednesday inside one of the city’s most iconic department stores, amid a wave of criticism.

The launch is stirring controversy in the heart of France’s fashion capital, drawing backlash from environmental groups, Paris City Hall, and the local ready-to-wear industry.

Already facing criticism for its poor green credentials and labor practices, Shein now faces fresh outrage after French authorities last week found sex dolls with a childlike appearances listed on the fast-fashion giant’s website.

The case has been referred to prosecutors, and the government has warned the platform could be barred from the French market if such content reappears.

In response, Shein said it has banned all sex-doll products, and temporarily removed its adult products category for review.

The company has also launched an investigation to determine how these listings bypassed its screening measures.

Shein was founded in China in 2012, and the low-cost online retailer is now based in Singapore.

Reaching customers mainly through its app, it has enjoyed a meteoric rise to become a global leader in fast fashion, shipping to 150 countries.

The company has faced criticism over its labor practices and environmental record.

Meanwhile, outside the BHV walls, opposition continue to grow.

An online petition opposing the Paris opening has surpassed 118,000 signatures, the City Hall has voiced its disapproval, and child-protection and environmental groups have condemned Shein's record on exploitation and pollution.

AP video shot by: Alexander Turnbull