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 presents its show, called “Rock the Runway: Shein for All”, with special musical guests such as Avril Lavigne, Shenseea, Brooke Eden and a preview of designer Christian Siriano’s new collaboration with e- tailor

“The Shein Rock The Runway fashion show is a unique event, fusing music and fashion,” said Lavigne. “I had a great time photographing and wearing her clothes. We filmed ‘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, via the Shein app, 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, but wear Shein’s latest collection” during the show.

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

Over its roughly decade-long shelf life, Shein has gained a loyal following among Gen Zers for its affordable fashion products like $2 earrings and $20 sweater sets. There are also home, beauty, and fashion items. men’s, children’s and large sizes.

Additionally, Shein’s mobile-first strategy, extensive data usage, numerous product drops, small-batch fast shipping model, and an estimated $2 billion in private equity investments have helped the mysterious company obtain a valuation of approximately $100 billion. One report pegged the company’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 not being sustainable and has been the subject of numerous copyright infringement lawsuits. In the Central District of California alone, about 20 such lawsuits have been filed in the last three years.

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

Shein also hired a global head of ESG last December to address sustainability concerns and working conditions among factory workers.

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