Global fashion giant Shein is continuing its ramp up of physical activations in Australia, with two new events this weekend.
Shein has partnered with Ultra Australia, an outdoor electronic music festival that is part of a global enterprise, and is planning to bring fashion experiences to both its Ultra Beach Gold Coast event on April 12 and its flagship Ultra Australia event on April 13 in Melbourne’s Flemington Racecourse.
Both events have sold out, with past event imagery indicating patronage to be at least 20,000 people each. Both events are restricted to those over the age of 18.
As lifestyle partner, Shein will bring a showroom experience in Melbourne where it will sell its ranges to festival-goers via a QR code, as well as host a make-over station, alongside photo booth moments for ticket holders.
Shein will feature an array of hero products from previous collections including the brand’s recent collaboration with Australian fashion designer Alice McCall, as well as other designers including Tarsha Whitmore, Jessie Renne Wynter, Jadee Vice, and Lilymaymac.
“Shein is thrilled to bring this unique experience to Ultra Australia,” a Shein spokesperson said.
“This is our second year in a row collaborating with the premier music festival and we are excited to showcase our one-stop shopping platform, showroom and activations.
“We strongly believe that fashion and music are both powerful forms of self-expression, and when blended, can create a symphony of personal style. Shein strives to enhance the overall festival and experience, leaving a lasting impression on attendees.”
The latest activations follow a host of other physical experiences by Shein in the Australian market, including its first-ever pop-up in Brisbane earlier this year, and another in Melbourne last year.