The company, which has come under fire for allegedly ripping off emerging designers’ work, has partnered with thousands of creatives through its SheinX programme. BoF spoke with participants about what it’s really like to work with the fast-fashion giant.

The brand’s quirky running sneakers are no longer a novelty as rivals like Nike, Adidas and On launch similar styles. Yet sales continue to soar as consumers embrace its winning formula of comfort, versatility and unconventional looks.

As digital advertising costs climb, fashion brands are embracing events like in-store happy hours, trunk shows and parties in various formats to generate brand awareness and drive sales.

The activewear brand’s revenue rose 24 percent year-over-year to $2 billion, reflecting growth driven by China, a successful loyalty programme and new categories