SHEIN has become a true revolution in the last two years. It was the most downloaded mobile shopping application in the United States in May 2021 and in our country it has also managed to conquer fashion lovers, especially the youngest. To finish establishing itself as a benchmark in the fashion sector in the more than 220 countries in which it operates, the e-commerce brand launched a series of events last September in which it presented its latest collections and news.
The first of them took place in the United States on September 26. A phydigital event, that is, with a physical and also a digital presence, since it was broadcast live around the world through the brand's website, its mobile application and also on its social networks. It was baptized as SHEIN X: Rock the Runway, a parade that quickly became a unique show where new trends in fashion were combined with dance and music performances. Attendees were treated to performances by artists Saweetie, Willie Gomez, Darren Criss and The Chainsmokers.
The idea of creating this event was to offer the SHEIN community what will be the key pieces of this year's autumn-winter season, as well as to present the SHEIN x 100K Challenge, an exclusive collection linked to the SHEIN X program, a support project to new talents and young creatives, supported by a jury that includes Khloé Kardashian and Jenna Lyons. In addition, during the parade to present the brand's novelties, SHEIN reaffirmed its social commitment by donating 350,000 dollars to The Action Network and Youth Emerging Stronger associations.
SHEIN lands in the European fashion capital
Two days after the US show, the second event took place, this time in Paris, where SHEIN seized the moment to open a pop-up store, SHEIN X Studio: Rock the Runway, in the historic capital of fashion. It also did so in the middle of Paris Fashion Week, in the heart of the 4th arrondissement, in a privileged location between Place des Vosges and Place de la Bastille.
In this ephemeral space -the store only opened its doors between September 28 and October 2- the international group was able to show its prêt-à-porter collections such as SHEIN or MOTF, in addition to presenting Luvlette, its new lingerie brand ; SHEGLAM, a new space dedicated to feminine beauty, the ROMWE men's fashion brand, the Cuccoo shoe collection and the new SHEIN Curve line, dedicated to plus sizes.
Those who visited the SHEIN pop-up store in Paris were able to discover exclusive collections from the SHEIN X program. An initiative that has given rise, for example, to the new clothing line created by the French R&B singer who is a success among young people in France, Wejdene. This is the artist's third collaboration with the brand.
An exclusive showcase for guests and the SHEIN X By Me awards, which recognize the talent of fashion school students, also took place in this space. French artist Joyce Jonathan had the honor of presenting this award to the two finalists.
More than 10,000 clients were able to enjoy the shows organized by SHEIN these weeks and discover all the novelties that the brand had reserved until now for the autumn-winter season, revealing the best of its creative studios.
