SHEIN is using five digital creators and streamers to promote its Fall/Winter 2026 fashion collection, pairing six seasonal trends with creator-led content designed to bring consumers into the campaign process.
The global online fashion and lifestyle retailer has unveiled its Fall/Winter ’26 Trend Campaign, featuring trends it has identified as Dark Romance, Folk Revival, Power Dressing, Regal Maximalism, Retro Remix and Soft Glam.
Creator-led campaign
The campaign features twin sisters Wendy and Evelyn Ortiz, Brooklyn Frost, Dano Maldonado and Lani Aliza, with each creator putting an individual interpretation on the featured looks. The campaign links the creators’ existing digital audiences with content showing how the trends are incorporated into their personal styles.
SHEIN said the campaign also includes behind-the-scenes content from the creators’ photoshoots. Wendy and Evelyn focus on Retro Remix, Brooklyn Frost takes on Power Dressing, while Maldonado and Aliza interpret Soft Glam, giving their audiences a view of the campaign process as it unfolds.
“Today’s audiences don’t just want to see the final campaign, they want to be a part of how it comes together,” said Lisa Zlotnick, Head of U.S. Brand PR at SHEIN. “This collaboration is really about community, giving our creators and their audiences a front-row seat and letting them shape the conversation alongside us.”
The approach gives the creators’ followers access to content produced during the campaign rather than only the finished fashion imagery, according to the company. SHEIN said the campaign is intended to connect fashion discovery with the communities built around digital creators.
“Putting our own spin on Retro Remix and bringing our followers into the campaign shoot with us made it so much fun,” said Wendy and Evelyn Ortiz. “Fashion is how we express ourselves, so getting to share that with our community in real time meant a lot.”
Collection available online
The Fall/Winter ’26 Trend Collection is available through SHEIN’s website and app, with the company directing shoppers to search “FWTrends” to view the six trends.
SHEIN said the campaign is intended to reflect the role of creators and their digital communities in fashion discovery, inspiration, interpretation and conversation. The company is positioning the six trends as starting points that consumers can reinterpret through their own styles.
The campaign also encourages consumers to share their Fall/Winter ’26 looks on social media and tag SHEIN’s U.S. accounts on Instagram and TikTok.
SHEIN is headquartered in Singapore and describes itself as a global online fashion and lifestyle retailer offering SHEIN-branded apparel and products from a global network of vendors. The company said it uses an on-demand production methodology as part of its business model.
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