The show will follow 30 emerging designers as they compete to win $100,000 and will feature a star-studded panel of five judges, including Christian Siriano, Law Roach and Khloé Kardashian.
The four-part series begins on August 22 and will be available to stream on Shein’s app and social media platforms. Over the course of the show, the contestants will be whittled down to a final five, with the winner announced in the season finale on September 12.
The series is the culmination of a contest the company launched in April as part of its Shein X incubator programme. The contestants’ designs will be made and sold on the company’s website and will feature in its upcoming Fall/Winter 2021 virtual fashion show.
Shein has become a major player in the US market this year, thanks to a heady mix of fast-paced fashion, low prices and a highly addictive, gamified approach to content. Customers can earn loyalty points to spend on the site just by checking into their accounts, watching livestreams or participating in outfit challenges. Sales surged 160 percent between January and June, according to data analytics company Earnest Research. But the company has also come under fire from sustainability advocates.
Fashion brands are revamping their loyalty programmes to reward shoppers for everything from reading marketing emails to making a TikTok clip. These casino-like tactics are having a big impact on sales.