What: Fast-fashion e-tailer Shein continues to cement its brick-and-mortar strategy with its most recent pop-up in London’s West End that will house a curated collection of its seasonal lines, wardrobe staples and partywear.

Why it is important: Despite continued criticism around health and safety violations, plagiarism accusations and sustainability concerns, Shein focuses on targeting its young audience of teenage girls who are attracted to its on-trend designs at affordable prices.

The pop-up will open just in time for London Fashion Week. Younger shoppers can purchase Shein’s curation of styles from September 16th to the 18th.

Shein opens pop-up in London