Hours in the rain queuing at Shein’s store … which is not a store

The Chinese fashion giant Shein opens a physical pop-up on the Meir, in Antwerp, for three days. But those who came to watch today were disappointed. “I expected to be able to try the clothes on.”

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The Chinese brand Shein, read ‘she-in’, is extremely popular with the Tiktok generation. The webshop is not only popular because of the bargain prices, but also because the brand quickly collects data about new trends and can produce and sell new clothing within a few days. This fast fashion model and the lack of transparency regularly cause human rights activists to prance. But the Chinese brand does not suffer from that image at all with us.

‘I know Shein mainly through the online advertisements. It’s a fast fashion store, but it’s just that little bit more attractive than H&M or Zara,” says Hayat Kayicilar (22), who came to have a look at the store.

Virtual shopping

Shein does not have physical stores, everything is done online. You can’t try on or buy the clothes in the pop-up store either. It is a kind of showroom where you scan the clothing and purchase it online via a QR code. And most of them didn’t know that. ‘I have been following the brand for four years and I am now very curious to see the clothing. Unfortunately I just heard that we can’t buy anything in the store ourselves and that we should feel the fabrics and then order the items later. That’s a slight disappointment, especially since I’ve been waiting in the rain for two hours’, says Boaduwa Nimaho (20).

Some did not expect the large turnout. ‘Because I already ordered several times through their site, I received an invitation for the opening of their pop-up shop on the Meir. I didn’t expect there to be so many people. I come from Liège especially, so I suddenly make it a day in Antwerp’, says Malaurie Juprelle (24).

Hayat Kayicilar also did not expect the crowds. “We actually thought we were one of the only ones to notice that Shein is opening a physical store for three days, but that is clearly not the case.”

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