Shein links with Simon Fuller's Future X for US back-to-school season
Chinese fast-fashion giant Shein is continuing to target the key youth market and has linked up with British entertainment mogul Simon Fuller’s Future X, the LA-based music group “of trendsetting creatives”, for the back-to-school season.
The company said Future X has “curated the ultimate Y2K-inspired collection with a modern twist”.
The group comprises singers Angie Green, Luke Brown and Maci Wood and dancers Jayna Hughes, Sasha Marie, Tray Taylor and Drew Venegas, who were individually discovered on TikTok by Fuller.
They’ve selected “the perfect pieces from Shein to ensure you're the coolest kid on campus when you return to school this fall". In celebration of the new collection, the group recreated its hit music video, Tip of My Tongue, to showcase the pieces.
Fuller said that “fashion and music define pop culture and together we are loving exploring new opportunities to celebrate this synergy”.
The Future X partnership goes deeper than just a curated collection with Shein having also been the official fashion sponsor of the group’s just-completed US Honda Civic Tour. The band members wore the Shein pieces during their performances.
The looks selected include “cool, exaggerated silhouettes, mix-and-match colours as well as layers, baggy pants and bell bottoms that play with proportions”.
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