Online retailer SHEIN announces COVID-19 digital entertainment festival

SHEIN Together

Global online retailer SHEIN has announced the brand’s first-ever digital entertainment festival, SHEIN Together, due to take place on 9 May 2020.

The four-hour digital event will be streamed via SHEIN’s free app and will help to support and raise awareness and donations to benefit the COVID-19 Solidarity Response Fund for the World Health Organisation.

The COVID-19 Solidarity Response Fund is the only way individuals, corporations, foundations, and other organisations around the world can directly support WHO’s global work to help countries prevent, detect, and respond to the COVID-19 pandemic.

The unique virtual showcase begins Saturday, May 9th at 9pm BST and will feature music performances, celebrity segments, influencer appearances, and TikTok guests.

Viewers will also see a beauty tutorial by Chrisspy, at-home styling sessions by celebrity stylists Maeve Reilly and Karla Welch.

Featuring music performances from artists including Katy Perry, Rita Ora and Doja Cat, the show aims to reach a younger demographic than many of the online fundraiser streams previous.

SHEIN is committed to donating $100,000 (£81,500) to the fund, with viewers able to also participate by purchasing a limited-edition #SHEINtogether t-shirt collection where 100% of the proceeds will go to the COVID-19 Solidarity Response Fund for WHO.

#SHEINtogether t-shirts are available to purchase starting 4 May 2020. Additionally, viewers can donate through a donation link on the app and all funds will contribute to supporting the fund.

Molly Miao, SHEIN Co-founder, said: “As a global brand, we know this crisis has affected all of our communities, consumers and their families and we couldn’t stand by and not help.

“In addition to our efforts in donating masks to those on the frontlines internationally, we wanted to also make sure our audience understands the importance of supporting this cause, which is why we came up with the idea to host SHEIN Together.”

TheIndustry.fashion has created a dedicated hub for all updates regarding COVID-19.

TheIndustry.fashion has also released an In Focus report into the COVID-19 consumer, looking at how fashion shopping is being changed for good.