2025 Speakers

Christina Fontana has been leading SHEIN's European marketplace since July 2023. Based in Milan, she oversees the integration of brands into SHEIN’s Italian and European marketplace, with the goal of expanding the product offering and enhancing the shopping experience for millions of customers worldwide.

With a solid background in the e-commerce industry, Christina previously worked for several years at Alibaba Group, where she led the expansion strategies for the Fashion and Luxury sectors on Tmall across Europe and the United States. In this role, she played a key part in bringing numerous Western brands into the Chinese market and establishing their positioning.

Her career also spans across complementary sectors: she served as Country Manager for Italy at HiPay, worked in international sales at H3G, co-founded Wireless Digital Contents, and held leadership roles at Sportal Italia.

Christina holds a degree in Political Economy of Industrial Societies from the University of California, Berkeley, and also studied at Bocconi University in Milan. Born in Los Angeles, she combines an international education with a diverse professional background, establishing herself as one of the most influential voices in the evolution of the fashion and luxury business globally.