Fashion e-tailer Shein marks launch in Australia with Sydney runway show

A former Love Island star attended the Australian launch of a super cheap fashion retailer wearing a nude crop top that flashed the flesh.

A super cheap fashion e-tailer from China has cemented its arrival in Australia with showstopping catwalk show at Sydney’s Overseas Passenger Terminal.

Shein has become a global phenomenon since it launched in 2008 and now operates in 220 countries and regions.

The fast fashion outlet offers affordable clothing for women but is best known for its “dupes” of well-known brands and designers. It also sells mens and children’s clothes alongside accessories and footwear.

Shein quickly became a firm favourite among influencers who couldn’t afford to shell out big bucks to look a million dollars every day, while simultaneously attracting criticism for its apparent “unethical” business model and its environmental consequence.

Millie Fuller attended the Shein summer runway show in Sydney on Wednesday. Picture: Shein

Despite the controversy, Shein has grown exponentially, recording almost $US10 billion (almost $14 billion in Australian dollars) in earnings in 2020, according to a recent report by Vox.

It is also said to be one of the “most talked-about brands” on TikTok and the most visited fashion site in the world, according to the web analytics platform Similarweb.

To mark its arrival Down Under, the brand hosted its first runway show in Australia to showcase new summer collections on Wednesday.

The event was attended by over 130 guests, including a string of reality stars and well-known influencers, who were all wearing the brand’s budget clothing.

The former reality star wore a revealing outfit from the brand’s newest collection. Picture: Shein

The show was described as ‘inclusive’. Picture: Shein

Former Love Island star Millie Fuller attended in a nude two-piece that flaunted her midriff and “underboob”.

She teamed the skimpy look with a white handbag and heels, styling her brunette locks into a messy bun.

Fellow Love Island stars Cassidy McGill and Cartier Surjan also attended, both wearing different looks suitable for the warmer weather.

Cassidy wore a floaty, floral two-piece in colourful shades of blue, green and pink while Cartier went for a pale blue satin slip dress.

Cassidy McGill wore a floaty, floral number. Picture: Shein

Cartier Surjan opted for a pale blue slip dress. Picture: Shein

The Bachelor’s Bella Varelis and boyfriend Will Stokoe were also at the event.

Influencer Yasmin Wilshin chose a daring body-con dress with a plunging neckline featuring a racy crisscross detailing across the bust.

One attendee, influencer Suzan Mutesi, described the show on social media as “mind boggling, impressive, full of colour, diversity, sexual equality, and body positivity”.

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