Shein to open four-day pop-up in Sydney to launch SS/24 edit

My Nguyen

19th Aug 2024

Online fashion retailer Shein will launch a four-day pop-up in Sydney to showcase its SS/24 collection in collaboration with Alice McCall, an Australian designer who first partnered with the brand last year.

As a part of Shein X, a program to support non-corporate brands, artists and designers, Alice’s second collection features 65 pieces in McCall’s signature style and celebrates her 21 years of fashion design.

“The concept of dopamine dressing, which is all about finding happiness in our sartorial choices, was a significant influence,” McCall revealed when releasing her latest 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.”

Following seven pop-up events across Australia, spanning Brisbane, Sydney, Melbourne, and Perth, the SS24 showroom event will present its curated collections featuring vibrant colours and floral prints.

Shein’s SS/24 event, with its opportunity for cultural exchange on launch day, will connect fashion gurus and thought leaders, where McCall will participate in a panel discussion.

Shein’s SS/24 collections will be available from August 23 to August 26, including Vcay, Bae, Musera, Lune and Mod.