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SHEIN & Klarna collaborate on Spring Collection pop-up

April 6, 2022




Klarna X SHEIN 1

6th April 2022: Online retailer, SHEIN will open the doors to its London pop-up in partnership with Klarna. The #SHEINxKlarna experience, hosted in London’s Covent Garden, will take visitors into SHEIN Spring Sensation and give shoppers the chance to browse its upcoming spring collection in person.

The online retailer will invite fans to step into the SHEIN world and its vast, ever-changing collection as we head into spring. Those stuck in a style rut will be able to discover something new about the SHEIN world and find pieces to help them express themselves in a new way to feel empowered.

Open from the 8th-10th April and running for three days, visitors will be able to immerse themselves in all things fashion, styling and beauty. Visitors will learn how to do the perfect updo, wear their confidence with an MUA masterclass with SheGlam, relax with a free on-site massage, take part in a Slow Down Sunday yoga session, or explore their artistic side with a calligraphy class. 

HELLO Fashion will also host talks with Deputy Beauty Editor, Elle Sixsmith talking all things trend forecasting and Editor, Jill Wanless hosting a SHEIN Style Talk session on Saturday.  On top of the endless activities and panels, visitors can take advantage of the complimentary manicure station, FORI flower stall, Peggy Porschen cupcake cart and freshly brewed barista coffee all weekend.  

AJ Coyne, Head of Global Brand & Creative at Klarna said, “We are so excited for the #SHEINxKlarna pop-up as we step into Spring. Online retail has soared over the past few years but there’s something special about hosting in-person events. We’re looking forward to revamping our spring wardrobe and a packed weekend full of events!”



Press images: https://we.tl/t-c7yyoGDiWg 
Activation location: Unit X, The Stables, Covent Garden, 40 Earlham St, West End, London WC2H 9LH, UK

The Schedule:
Friday 8th April

12pm - 2pm 
Hair styling station: Learn how to do the perfect updo 
2pm – 4pm
Wear your confidence: MUA masterclass with SheGlam 
Trend talk with @ling.KT & @wunmibello 

Saturday 9th April
1pm - 2pm 
Beauty Trend Forecasting with Elle Sixsmith, Deputy Beauty Editor of HELLO Fashion & @beautybybelinda from season 1 of BBC Glow Up 
2pm - 3pm 
SHEIN Style Talk with Jill Wanless, Editor of HELLO Fashion 
Get ready with SHEIN: Free manicures and hair styling station
Sunday 10th April
Free on-site massages all day
12pm - 1pm
Finding Stillness with Women’s Fitness yoga expert Eve Boggenpoel
2pm - 3pm
Calligraphy class with @calligraphy.by.kiki

Throughout the 3 day activation a complimentary manicure station, flower stall, food cart and barista will be on site.

The project is delivered by TRACE Publicity.

About Klarna.
With over 90 million global active users and 2 million transactions a day, Klarna is meeting the changing demands of consumers who want to shop, pay and bank on one intuitive platform and with one trusted brand. Over 250,000 global retail partners, including H&M, Saks, Sephora, Macys, IKEA, Expedia Group, Samsung, ASOS, Peloton, Ralph Lauren, Abercrombie & Fitch, Nike and Shein have enabled Klarna’s innovative shopping experience online and in-store. Klarna is one of the most highly valued private fintechs globally with a valuation of $45.6 billion. Klarna was founded in 2005, has over 4,000 employees and is active in 17 markets. Klarna has been backed by Sequoia Capital since 2010 and more recently, SilverLake, Dragoneer, Bestseller Group, Permira, Ant Group, HMI Capital, TCV, NorthZone, Commonwealth Bank of Australia, Merian Chrysalis Investment Company Limited, funds and accounts managed by BlackRock amongst others.
About SHEIN.
Founded in 2012, SHEIN is a leading global online retailer with operations in Guangzhou, Singapore and Los Angeles, along with other key markets. SHEIN reaches consumers across more than 150 countries and regions around the world. We place a premium on choice, delivering more than 6,000 new fashion, beauty and lifestyle products daily with more than 600,000 items available. Our mission is to help people express their individuality through the latest trends that are accessible and affordable. To learn more about SHEIN, follow us at shein.com and instagram.com/sheinofficial.