What: Shein offers more and more physical relays to get in touch with its fans.

Why it is important: In France, after having recently set up pop-up stores in Toulouse and Montpellier, it is in Paris that the maligned fast fashion site has temporarily set up a showroom, from June 24 to July 10.

The temporary window of Shein takes place at 11, rue des Déchargeurs, in the district of Châtelet. An event designed in partnership with Klarna. Customers who push the door will not be able to buy products directly but will select looks to order them immediately online. Also on the program, style and make-up workshops, a coffee and ice cream stand, a tattoo bar, a DJ, as well as a system for exchanging used clothes. And of course, a 15% off voucher for everyone, with Shein being the bargain price specialist all year round.

At the end of May in the center of Toulouse, the pop-up of the platform generated endless queues hindering traffic. In Montpellier at the end of June, in the Polygone shopping center, more than 9,000 people were expected each day, with a real crowd at the opening. During the two events, climate activists demonstrated against the methods of Shein, who has been singled out for several years for practices that are harmful to the planet and humans. Faced with these accusations, Shein announced in May that it would allocate a budget of 50 million dollars to the creation of a fund supposed to finance initiatives for the management of textile waste.

After its Paris stopover, Shein will continue to host pop-ups in other major European cities this summer, again in partnership with Klarna. He will move to Barcelona from June 30 to July 10, then to Berlin and Rome from July 21 to August 7. A fifth city is soon to be announced.

Shein multiplies their pop-ups (in french)