"Binging through HBO’s season one of Euphoria (2019), it’s easy to feel a sense of pride and empathy for being able to account yourself as Gen Z: so post-, so meta-, nothing and everything at the same time. These feelings of wholesome self-acceptance tremble in the face of SHEIN, a trendy brand whose core existence is by-now tightly knotted with Gen Z-ness and, also, the apocalypse."