SHEIN for AW25
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ONLINE, OFFLINE, UNITED
From Screen To Street
SHEIN turned a viral fashion brand into a real-world moment. Two days for press, influencers, and industry insiders – followed by three days open to the public – transformed Oxford Street into the physical stage for AW25. What starts in hauls and hashtags became something you could walk into, try on, film, and share.
Wrapped in the brand’s signature red, the pop-up blended retail, content, and community. Fans explored the collection, queued for photo ops, and posted in real time, spending an average of 12 minutes inside.
A digital-first brand proven offline. Viral energy, made tangible.
