Global fast-fashion giant SHEIN is bringing its biggest and most interactive shopping event to Australia with the Café SHEIN FW25 Pop-Up, taking place at Parramatta Town Hall from May 8 to 11, 2025.
The pop-up will celebrate Australian winter fashion with a focus on the themes Timeless Chic and Cozy Aussie Style, inviting fashion enthusiasts to explore curated seasonal looks. Marking SHEIN’s return to Sydney, the activation offers more than just retail — it features interactive displays and styled zones aimed at encouraging creativity and personal expression.
Guests can enjoy complimentary coffee, professional beauty styling at the SHEGLAM glam stations, and take part in a range of interactive fashion installations designed for social sharing.
The expansive pop-up will showcase 11 SHEIN labels, including Romwe, MUSERA, Aralina, Comfortcana, SHEIN Bae, SHEIN PETITE, Slaydiva, Anewsta, BizChic, Poéselle, SHEIN CURVE+, Slaydiva CURVE, SHEIN BAE CURVE, and SHEIN PETITE CURVE.
Showcasing key seasonal trends — including faux fur, suede, leather textures, and bold autumn colours — the FW25 Pop-Up brings SHEIN’s digital fashion offerings into a physical, interactive space. Visitors can explore curated collections tailored to a variety of sizes and styles, with exclusive giveaways adding to the experience.
For many of these brands, the FW25 Pop-Up marks their first appearance in a physical retail space, offering customers the rare opportunity to engage with them in person.
“We’re excited to bring together our diverse fashion labels under one roof – while offering our customers a unique lifestyle destination that’s not just about shopping, but about celebrating style, beauty, and community,” a SHEIN spokesperson said.
SHEIN has been witnessing a growing demand for its products in Australia, recording sales of over $1.2 billion during just its third year of operations in the country, Mumbrella reported.
According to newly filed accounts, sales for the retailer jumped from $979 million in 2023 to $1.23 billion in the 12 months to December 31. Profits jumped from $10.6 million to $15.2 million.