Missy Edwards Strategies represents Shein Technology Group, the Los Angeles arm of the embattled Singapore-based “instant fashion” retailer.

The firm is to run a general education push regarding Shein’s presence, operating footprint and economic impact in the US, as well as handling regulatory, trade and online retailing matters.

The Harvard Business Review reports that Shein uses algorithms to “trawl social media sites and online shopping sites," and then its 250 in-house designers and independent factories develop ideas “based on trending items.” The clothing is produced in small factories in China.

Shein has come under fire for allegedly procuring cotton from China’s Xinjiang region in violation of the Uyghur Forced Labor Prevention Act, and sourcing from factories dependent on forced labor. The factories been charged with creating environmental havoc.

An Earth Day protest is slated for Shein’s LA facility, where demonstrators will hold signs that read “I'd Rather Go Naked Than Wear Shein.”

Missy Farren, a former aide to Mississippi Senator Thad Cochran, launched her DC shop 14 years ago.

She also served as development & finance director for the Republican Senatorial Committee and a senior VP at Omnicom’s Washington Group.