Shein Hosts ‘Rock the Runway’ Digital Fashion Show with Avril and Christian Siriano – WWD

Shein Hosts ‘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 is hosting its show – dubbed “Rock the Runway: Shein for All” – with special musical guests Avril Lavigne, Shenseea, Brooke Eden and a sneak peek at designer Christian Siriano’s new collaboration with the e-tailer.

“The Shein Rock The Runway fashion show is such a unique event that combines music and fashion,” said Lavigne. “I had a great time shooting and wearing their clothes. We shot ‘Bite Me’ in a music video style during the fashion show.”

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

Additional 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 feels “incredibly blessed and grateful for the opportunity to not only perform at, but wear the latest Shein collection” during the show.

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

Over its roughly decade-long existence, Shein has built a loyal following among Gen Zers for its affordable fashion products — like $20 earrings and $20 sweater sets. There’s also home goods, beauty, menswear, children’s and plus sizes.

In addition, Shein’s mobile-first strategy, extensive use of data, numerous product declines, small-batch, fast-shipping model and an estimated $2 billion in private equity investment have helped the mysterious company to be valued at around $100 billion. One report pegged the firm’s 2020 revenue at roughly $10 billion. (Shein declined to comment on finances.)

Despite its success, the Chinese e-commerce company has been criticized for being unsustainable and hit with a series of copyright infringement lawsuits. In the Central District of California alone, around 20 such lawsuits have been filed in the past three years.

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

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

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