Shein is opening a pop-up experience in London. The Chinese e-retailer has dominated the fast fashion game, in part with affordable fits that are constantly evolving to follow fashion trends and are shipped globally with lightning speed. Shein is now one of young Europeans’ top-three favorite places to buy clothing, and the online retailer is making moves to keep capturing their attention—including opening brick-and-mortar pop-ups. In partnership with popular “buy now, pay later” provider Klarna, the latest IRL experience will open September 16-18 in London’s West End and will feature a curated collection of the brand’s seasonal lines, including wardrobe staples and partywear. (Fashion United)
