In a release, the brand said: “Shein pride themselves in making the latest fashion and beauty trends accessible to everyone, and with this curated edit of the latest trends hope to empower shoppers to make the street their catwalk this September.”
Charged went down and visited the store, located at Noho Studios, London, to see what was on offer and to get some feedback from shoppers.
Upon entering the store, customers are greeted by a colourful balloon display, which trails down the stairs that take them to the main space.
The store is sleek and easy to navigate, with hues of deep pink and gold, giving the space a warm and autumnal feel. This is reflected by the clothes on offer, which are all A/W pieces.
Each piece of clothing also features a SKU number to enable omnichannel shopping, allowing customers to simply scan the barcode and order the item online if it is not available in their size.
The space also features a manicure bar with a state-of-the-art nail machine that can print designs directly onto the nails, including the Shein logo.
Shoppers Annie and Tina told Charged that they had seen the pop-up advertised and decided to visit it together. Both women were introduced to the fast fashion brand via their teenage daughters, who they joked get parcels delivered “almost every day.”
“A lot of it is lovely stuff, it’s not all great quality but for the price you’re paying it’s ideal if you’re after trendy pieces,” Annie says.
Tina added: “At first, I was a little bit put off from ordering because of returning the items, but it’s actually very easy.”
“There is just so much choice and it’s so cheap, which is great especially with the cost-of-living at the moment.”
Stylist Nana O was also on her way home when she spotted an advert for the pop-up on the tube which enticed her to visit.
“As a stylist, Shein is one of the key shops I use,” she told Charged.
“I love the range and variety of stuff they have. There are so many pieces to choose from, which is ideal.”
After perusing the clothing racks and heading back up the stairs, customers are encouraged to try out a 360 degree machine which spins around them and records a clip for them to post on social media.
The smaller space upstairs also showcases a selection of pieces from the Shein X initiative, which champions young and emerging designers. The Shein X British designers will be represented next week at a fashion show hosted by the brand in Paris, on a boat trip down the seine.
The Shein pop-up store will be open from September 16 to 18 and comes just in time for London Fashion Week, which takes place from September 15 to 20.