Fast fashion brand Cider unveils styling suite in London’s Shoreditch

Social-first fashion brand, Cider, is set to open the doors to its first-ever UK pop-up 'styling suite' from 14-15 July in the heart of Shoreditch.

Cider was founded in 2020, the company approached e-commerce with the idea of reducing inventory waste. Its promise to ship anywhere has made it a favourite amongst a generation of digitally-native consumers.

Located on the vibrant Shoreditch High Street, frequented by fashion enthusiasts, the event will kick off with an invite-only preview, hosting press, influencers and VIPs. Guests will get the chance to try on and take away their favourite pieces from the ‘Festival Edit’ as well as have their nails done up in-store.

The pop-up will be open to the public on 15 July, offering Cider’s online consumers a chance to immerse themselves in the brand in-person for the very first time. The in-store collection will be available in the fully inclusive size range from XXS - 4XL.

Fenco Lin, Co-founder & Chief Fashion Officer at Cider, commented: "We are thrilled to introduce our pop-up showroom to the UK Market. As this is the very first-time Cider has offered an in-person experience to UK consumers, we’re so excited to see how it’s received.

"This is a unique experience that truly reflects our commitment to offering our audience a social-first fashion experience, and we look forward to welcoming our devoted UK customers next weekend!"

This news follows a slew of fast fashion etailers taking to the streets, highlighting the importance of in-person shopping. In an effort to appeal to Gen Z consumers, Boohoo opened the doors to its first-ever pop-up earlier this year. Shein followed suit, by hosting in-person experiences in Birmingham, Bristol and Cardiff.