The runway show is held in conjunction with SHEIN’s first pop-up in Singapore this year, held at Plaza Singapura’s atrium from April 1 to 7
SHEIN, a global online fashion and lifestyle retailer, is thrilled to debut its first runway show in Singapore, featuring the much-anticipated Spring Summer 2024 collection modelled by some of Singapore’s top fashion influencers and community enthusiasts. Senior Minister of State (SMS) Sim Ann, Patron of the Singapore Fashion Council, graced the event as guest-of-honour. Notably in attendance were H.E. Eugênia Barthelmess, Ambassador of Brazil to Singapore; H.E. Agustín García-López Loaeza, Ambassador of Mexico to Singapore; H.E. Madiepetsane Charlotte Lobe, High Commissioner of South Africa to Singapore; and Mr Fabio Conte, Chargé d’Affaires ad interim, Embassy of Italy in Singapore.
“At the Singapore Fashion Council, we hope to tap on the expertise of larger players to provide opportunities for new designers. I am very glad that SHEIN, as an SFC member, is supporting this effort through its SHEIN X Designer programme and I hope this will give visibility to more aspiring design talents,” says SMS Sim Ann.
SHEIN’s inaugural runway show in Singapore was conceptualised by creative director Daniel Boey, nicknamed the ‘Godfather of Singapore’s Fashion’. Top social influencers, as well as #beSHEINmodels and SHEIN’s community of shoppers walked the runway. Styles from the EvoluSHEINbyDesign collection which uses responsibly-sourced and rescued materials, and the SHEIN X designer incubator programme were included in the runway line-up as well.
“I am so excited to be part of this project with SHEIN,” expresses Boey. “For me, fashion is not purely what you see on the runway – it is about the entire creative process, the stories we tell, and the connections we make. My goal is to deliver a show that showcases the vibrant line-up of clothes that exude a unique charm and personality.”
The fashion show was held in conjunction with the brand’s first pop-up event of the year in Singapore organised at the ground level of Plaza Singapura, a popular premier shopping destination. Between April 1 to 7, shoppers can look forward to trying on and purchasing from a wide variety of products, featuring more than 10,000 on-trend fashion pieces – the largest curation yet of items for women, men and kids.
Exclusive collections will be available in Singapore at the pop-up, including SHEIN’s Petite, Biz and PETSIN lines – a sub-brand offering unique everyday items for beloved furry companions. Visitors to the pop-up event can also test out and purchase products from SHEIN’s highly-rated SHEGLAM makeup collection. Shoppers will be able to enjoy discounts on their purchases and free gifts with purchase from SHEIN such as crossbody bags and personal care accessories.
“SHEIN is dedicated to growing Singapore’s thriving fashion ecosystem,” says Leonard Lin, SHEIN Singapore General Manager and Global Head of Public Affairs. “This pop-up and fashion runway is a representation of the communities and partnerships that SHEIN has built online and offline, bringing together a network of stakeholders to connect.”
“The fashion runway concept, which features beSHEIN models, was introduced to not just showcase our designers’ work, but also to reinforce our commitment to empower the communities we serve. We hope our customers not only discover fashion, but feel represented at SHEIN events.”
