Global fast fashion giant Shein is set to launch a retail activation at the Sydney Overseas Passenger Terminal.
This follows a raft of in-person activations launched by the brand across Australia, including most recently a cafe pop-up in Western Sydney in May this year, adding to a marketing spend boom by the global fashion brand in the Australian market.
In 2024, Shein launched a gifting space at Oz Comic Con and ran a pop-up in Perth. The latter drew calls for cancellations by local fashion brands.
The brand also kicked off a local designer search, offering thousands of dollars to winning designers and a spot on its website to sell their garments. On top of this, Shein rolled out an affiliate marketing program locally earlier this year.
The coming activation at Sydney’s Overseas Passenger Terminal will spotlight the brand’s SS25 ranges in a ‘Fashion Fair’. Shein will take over a 520 square metre space on September 20 and 21, and will include entertainment, digital integration and ‘retail theatre’.
Visitors will encounter runway moments, live performances and gamified brand touchpoints, all anchored in the ability to browse new SS25 arrivals both in-person and via QR-linked online platforms.
“This activation represents more than a seasonal showroom, it’s a proof point of how we’re reimagining the retail experience,” a Shein spokesperson said.
“By combining insights-driven product development with immersive activations, we are meeting consumers where they are - online and offline - and strengthening our relevance within the Australian fashion ecosystem.”
The SS25 edit draws on global insights while remaining tailored to Australian Spring/Summer. Key labels on show include Musera, Aralina, Aloruh, Coolane, Bohemela, Miss Guided, Poéselle, Emery Rose and Emery Rose Curve, and Shein Bae including Curve.
According to Shein, these collections cover “elevated elegance, directional fashion, boho lifestyle, and inclusive curvewear, designed to reflect Australia’s diverse consumer base.”