Global fast fashion giant Shein will host a showroom in Sydney this weekend to show off its six new SS24 collections, including its latest capsule with Australian fashion designer Alice McCall.
Visitors to the showroom will be able to shop items on display via QR code alongside free daily giveaways.
McCall’s second collection is part of Shein X - a program under the global platform to support independent brands, artists and designers - and features 65 pieces.
"Following the success of my first collection with Shein that was available across the ANZ region and the United States, I am excited for my latest global collection and newest designs to be included in the SS24 showroom event in Sydney,” McCall said.
“The concept of dopamine dressing, which is all about finding happiness in our sartorial choices, was a significant influence [for my new collection]. I hold strong belief in the fact that the perfect ensemble can elevate our spirits, and with this in mind, the collection was designed to embody the essence of the 'look good, feel good' philosophy."
As part of the showroom, McCall will also participate in a panel discussion with other industry thought leaders, including a Shein representative, an influencer and a CSR partner.
The SS24 showroom event follows a raft of physical activations by the online platform across Australia, particularly along the east coast of Australia. The business’ last pop-up in Western Australia went ahead despite industry backlash after it had moved from Lakeside Joondalup Shopping Centre to the Centenary Pavilion at Claremont Showgrounds with no clear reason why.
“We are thrilled to be bringing our SS24 showroom experience to Sydney, a city known for its vibrant fashion scene and discerning style enthusiasts,” a Shein spokesperson said.
“Shein has always been at the forefront of fashion, offering an unparalleled selection of the latest trends and unique styles at affordable price points.”
The showroom will be located at 65 York Street, Sydney from August 23 to 26, operating from 10am to 7pm, while closing at 6pm on Monday, August 26.