Challenge:
SHEIN wanted to form a tangible connection with Canadian music fans, blending the worlds of fashion and live music in a way that was immersive, playful and relevant. The brand needed to create a festival experience that highlighted its versatility across various unique styles and trends while deepening engagement with attendees.
Strategy:
Community partnered with Live Nation to bring #SHEINOnTour to major 2024 summer festivals. Focusing on three music genres (Country, EDM/House, and Pop/K-Pop), we crafted activations that reflected the energy and style of each crowd. Every touchpoint, from digital lookbooks to brand ambassador uniforms, Glam Station accessories, merchandise, and photo booths, was curated to align with the aesthetic of each genre, ensuring an engaging and immersive experience for attendees of every show.
