It was a sunny spring afternoon outside the Stables in Covent Garden and a long queue had already formed. We were all there for the recent three-day SHEIN X Klarna pop-up experience, described online as a chance to “discover SHEIN’s spring collection, get exclusive treats and styling tips.”
Finally at the front of the queue, I was greeted by security personnel at the entrance, desperately trying to contain the crowd so that we did not obstruct the other businesses in the area. We were given a wristband which allowed us to enter the venue and get a free bouquet of flowers, coffee and cupcakes.
I was there on the second day of the event and the activities scheduled included a manicure, hairdos and makeup. According to the programme, Day 1 and Day 3 included organised talks with fashion and beauty insiders about all the spring and summer must haves, plus a day full of yoga. Before entering the main budling, we got to walk SHEIN’s pink carpet to take pictures against the brand’s yellow backdrop.
On entering the main building, I was surprised by how small it was, which meant the place got packed out quickly. The crowd consisted of children as well as teens and adults skimming through the clothing and accessories, showing that the brand has something to offer every generation.
The interior was decorated with yellow dried flowers and beautiful arches down the centre forming a tunnel that led to a DJ creating a soft but upbeat ambience. Next to the DJ there was a beauty station with staffed by beauticians. And around the tunnel and inside it stood the hangers and display cases overflowing with clothing and accessories.
From casual wear to going out and formal wear, the place was full of different styles and colours. The coffee station and lounge area near to it gave us a chance to take time out and sit down to take everything in. What also seemed to be a massive hit was a photo area surrounded by mirrors in which people crowded to take photos of each other and themselves. Another great idea was a woman at a table drawing people in their outfits!
Since SHEIN is an online store, the only way to buy the items was by downloading the app, scanning the samples they had-on display, and then placing an order through the app to be delivered to your address.
SHEIN’s estimated worth is about £76.5 billion, surpassing other fast fashion brands such as Zara and H&M which are valued at £52 billion and £15 billion respectively. SHEIN has become one of the go-to destinations for affordable fashion, with new styles added online so frequently that at a time when more and more people value sustainability, the rate is quite alarming.
Fast fashion brands and their affordable pricing work well for people who don’t have the means to buy expensive clothes to freshen up their wardrobe. But the statistics below from the Business of Fashion website show that SHEIN’s production level outstrips its rivals, adding nearly 300,000 more items than any other brand to the planet every day. One can only imagine the waste this generates!
The brands have a responsibility to address this appalling waste. But so do consumers. We must be mindful when shopping about what companies we support.
As well as waste, responsible consumers also have to consider working conditions, and pay. So, although I enjoyed the event on one level, do I and my fellow consumers need so much choice that just one brand – SHEIN – can find customers for so many hundreds of thousands of new items of clothing every day?
Photos by Khadijat Akande