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  • How has online culture invaded the fashion world?
  • How has online culture invaded the fashion world?
    Sabrina Carder (2015) ©
CASE STUDY

Shop Jeen: fashion goes viral with gifs, memes and poop emojis

Selling clothes plastered with memes, gifs and poop emojis, Shop Jeen has Gen Z and Y set firmly in its sights. But how has 23-year-old founder Erin Yogasundram – dubbed the “Queen Bee Of the internet” – amassed a cult following without spending a single dollar on advertising?