Translated by
Nicola Mira
Sep 23, 2021
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Shein opens Parisian pop-up shop during fashion week

Translated by
Nicola Mira
Sep 23, 2021

Chinese fashion e-tailer Shein is the latest success story in fast fashion, a hit especially with Generation Z consumers thanks to its low prices and constant stream of new products. Shein, often under scrutiny for the lack of transparency about its supply chain, has decided to open a temporary physical store in Paris during the forthcoming fashion week.

Shein is setting up shop in Paris during the fashion week - Shein

The Shein Studio store will be open between September 29 and October 2 at 13 rue Jean Beaussire, between place des Vosges and the Bastille. It will feature the latest fall/winter novelties in ready-to-wear, accessories, lingerie and beauty products, as well as the Curve collection (with sizes ranging from XL to 4XL), Shein's premium line Motf, and collaborations with influencer Stephanie Durant and French R&B singer Wejdene. “Many surprises by [Shein’s] brand ambassadors” are also on the cards.

Before Paris, Shein will make an appearance in New York on September 26, where it will stage the ‘Rock the Runway’ show, featuring live music, dancing and fashion collections. A year ago, Shein staged a first digital show that was broadcast worldwide, and in 2019 it opened pop-up stores in Paris and Marseilles.

The e-tailer is especially keen to highlight the design content of its range, and this year it has launched Shein X, a programme to support emerging designers. A few days ago, Shein recognised Canadian label Flaws of Couture as the programme’s winner, awarding it a $100,000 purse to bolster its expansion plans.

According to Forbes, Shein’s annual sales are worth $10 billion, and the e-tailer, first set up in 2008, is gradually eroding the market share of traditional fashion retailers. For example, between March and May 2021, a period again marked by a spate of retail closures, Shein overtook Kiabi to become the leading player on the women’s ready-to-wear market in France (according to data by Kantar), its market share rising from 0.3% two years ago to 3.1%.

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