Shein hosts the “Rock the Runway” digital fashion show with Avril and Christian Siriano – WWD

Shein hosts the “Rock the Runway” digital fashion show with Avril and Christian Siriano – WWD

Fashion month continues with Shein’s second annual hybrid fashion show.

This time, the Chinese fast fashion company hosts its show – dubbed “Rock the Runway: Shein for All” – with special musical guests Avril Lavigne, Shenseea, Brooke Eden and a preview of designer Christian Siriano’s new collaboration with the ‘and- tailor.

“The Shein Rock The Runway show is a unique event that combines music and fashion,” said Lavigne. “I had a lot of fun taking pictures and wearing their clothes. We filmed “Bite Me” in a music video style during the fashion show. ”

Viewers can tune into the show, which was filmed in front of the live studio audience, via the Shein app, or Shein’s YouTube, Instagram, Facebook and Twitter channels on Sunday at 2pm PST.

Other musical guests include Brooke Eden, Alexander Jean, Victoria Kimani, Owenn, The Future X, Haley Reinhart, and Ylona Garcia.

Australian singer, songwriter and actress Garcia said she felt “incredibly blessed and grateful for the opportunity not only to perform, but also to wear the latest Shein collection” during the show.

The one-hour event also features Fall 2022 Shein looks from Shein, Shein X, Frenchy, Shein SXY, Modely and Mod brands, as well as sub-brands from the Romwe and Dazy fashion platform. In addition, designer Christian Siriano’s limited edition collaboration with Shein’s premium brand MOTF will be on display.

During her life of nearly a decade, Shein has gained a loyal following among Gen Z for her affordable fashion products, such as $ 2 earrings and $ 20 sweater sets. There are also household items, beauty, clothing for men, children and plus sizes.

Additionally, Shein’s mobile first strategy, extensive use of data, numerous product launches, small batches, fast shipping model, and around $ 2 billion in private equity investments helped the mysterious company achieve a valuation of around 100 billion dollars. A report set the company’s revenues in 2020 at around $ 10 billion. (Shein declined to comment on the financials.)

Despite its success, the Chinese e-commerce company has been accused of being unsustainable and has been hit with numerous copyright infringement lawsuits. In the Central District of California alone, about 20 lawsuits have been registered in the past three years.

But the private company based in China has been trying to correct and increase brand awareness, especially in the United States. Currently, Shein serves 150 countries around the world, but has no physical locations. The e-tailer promoted the platform by hosting a series of in-person events and activations. Last spring, Shein became Stagecoach’s first official fashion partner in Southern California. Over the summer, the company hosted a series of pop-ups in the Dallas area.

Shein also hired a global ESG manager last December to address sustainability issues and working conditions among factory workers.

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