Fashion and lifestyle online retailer Shein will present pieces from five new collections for the Autumn and Winter seasons through a special episode of its interactive, shoppable livestream experience Shein Live.

“Shein Live: Front Row” will feature six real-life Shein customers modelling on the runway for the first time, with the retailer aiming to promote a more authentic and relatable customer experience.

The event will be livestreamed across Facebook, X, YouTube and Instagram, with viewers able to shop their favourite look in real time using the Shein app.

Shein’s Renee Ariel and Julissa Bermudez will be hosting the show, presenting pieces that embrace new winter looks including sweater dresses and chic outwear for the Winter season across five collections titled “Winter Edge”, Effortlessly Casual”, “Keep Cool”, “Cozy Chic”, and “Modern Elegance.”

Platform users will also be able to tag the retailer’s social media accounts to share their outfits and clothing preferences online.

The retailer hosted a similar livestream event to promote its spring-summer 2024 collection last February, with influencers Azra Mian and Aisha Mian taking part in the show.

Last fall the company also showcased nine autumn-winter collections during a shoppable livestream show, further restating its livestream shopping efforts.

The retailer, headquartered in Singapore, might face sales impediments in US due to new shipping regulations. Shein and competitor Temu used “de minimis” exemptions for US shipping, allowing them to keep shipping costs low.

However, US lawmakers are considering removing these exemptions, with US Customs and Border Protection reinforcing shipment restrictions.

This week, the Biden-Harris administration confirmed plans to restrict the kinds of goods that businesses can ship via de minimis exemption in an aim to address the significant increased abuse of the exception.

Particularly, the administration mentioned urges in actions towards China-founded e-commerce platforms, strengthening efforts to target and block shipments that violate US laws and passing reforms that could exclude textiles and apparel from the minimis eligibility.

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