No need to introduce SHEIN, the international e-commerce group founded in 2008 and present in 220 countries and regions. Known online for its clothing collections for all body types and accessories that are updated daily, the brand also launched a global event focused on fashion and music at the end of September: the SHEIN X: ROCK THE RUNWAY, organized in United States, then in Paris. And if at first glance it was a simple parade to present the new autumn-winter 21 collection and an event punctuated by a concert, the brand also tried to give it another, more amazing dimension.
A cultural and charity event
On social networks, the mobile application and the brand’s website, fans could fully follow this virtual event on September 26 at 11 p.m. French time. Next to the parade around the key pieces of the end of the year, the brand had also planned a choreography, but also a gigantic concert hosted by artists like The Chainsmokers, Saweetie, Darren Criss, Thuy, Willie Gomez, Riley Clemmons or Blu DeTiger.
On top of that, SHE IN also wanted to support two charities: the National Action Network (which artwork for the defense of civil rights in America) and Youth Emerging Stronger (an association that helps homeless youth). On this occasion, the brand made a donation of $350,000 to these organizations.
Young talents in the spotlight
This back-to-school season was also an opportunity for the brand to showcase young talents with a passion for fashion. Indeed, the SHEIN X 100K Challenge is a competition dedicated to young creative designers in collaboration with the brand. In the United States, the jury, consisting of Khloé Kardashian and Jenna Lyons, among others, determined the big winners with $130,000 reward to be divided between the eight student stylists, including 100,000 for the big winner.
Also in France some great talents have had the chance to shine. In the midst of Paris fashion week, the brand has indeed established its neighborhoods in the 4th arrondissement for a pop-up store organized between September 28 and October 2. This space 100% dedicated to fashion has enabled SHEIN to present exclusive collections such as: MOTF, the premium line of high-quality materials, SHEGLAM dedicated to beauty with 100% cruelty-free make-up, the ROMWE men’s collection, LUVLETTE for lingerie and SHEIN CURVE dedicated to plus sizes.
On this occasion, Wejdene also sang two of his songs and presented pieces from his collaboration with the brand. And above all, two fashion school students were awarded by artist Joyce Jonathan as part of the SHEIN X BY ME program. The brand had also organized a masterclass with the 10 young designers finalists of the French competition to help them in the production of their capsule collections and have given each of them a reward of 1000 euros, in addition to access to the Paris showroom to display their creations. to exhibit. and meet the influential guests who attend event.