Shein has relied on Canadian summer music festivals to launch an experience that promotes its brand among a young audience.
From Aug 2 to 4, the fashion brand set up a bubble-themed pop-up at the Veld music festival in Toronto, and then from Aug. 10 to 11 at the ÎleSoniq festival in Montreal (pictured). The Montreal activation featured Canadian digital artist Maalavidaa, who recently partnered with Shein to launch a clothing collection. Visitors and local media had the opportunity to meet her and also see the collection in person, as it was on display at the booth.
Both activations included a 360-degree interactive photo booth, bubble machines and a transformation station, where visitors received makeovers with the brand’s trendy pieces, as well as styling, hair, and makeup services. Shein also collaborated with TikTok to introduce the “Bubble POP” filter, allowing participants to visually modify their looks, and held a contest with various rewards, including VIP experiences at the festivals.
Shein said that music festivals are the ultimate expression of personality, and the company wanted to be part of that atmosphere. They were also a good channel to promote its new collection with Maalavidaa, which features vibrant colors and abstract prints to celebrate self-expression and individuality, something the brand is currently focusing on, a spokesperson tells Media in Canada.
The brand has had success with its Shein X program, which supports originality by making unique designs more accessible to customers around the world, and the activations aided in that mission. “The program has given us the opportunity to work with over 4,600 brands, artists, designers and creatives around the world including Maalavidaa,” the spokesperson says. “Each month, we will continue to highlight global independent talents and it was truly an honour to work with a local artist for this collection.”
The target audience was Gen Z and Millenials who appreciate the connection between abstract art, personal expression and fashion. Both activations, which were promoted on social networks and the brand’s website, attracted more than 10,000 attendees, according to Shein. Community managed the Montreal and Toronto experience.
