PARIS – Following a week of controversy around the announcement that Shein would partner with French brand Pimkie , the Chinese ultra-fast fashion giant has opened a pop-up store in Paris’ Marais district.

This marks the second physical store for Shein in France this year, following an outpost that opened in Dijon last June.

Just ahead of Paris Fashion Week, the pop-up is aimed to play up Paris as the world’s fashion capital, with a “style hunt” theme inspired by various neighborhoods in the city. The pop-up will run from Sept. 22 to Sept. 28.

“Paris is the capital of fashion, and its strength is to not be limited to a single style,” said Shein director of external relations Quentin Ruffat. “That’s exactly what we propose at Shein: a diversity that allows everyone to find

See Full Page