Discount shopping app Shein is headed to Las Vegas this Memorial Day weekend, where it will host a two-day wedding-themed pop-up dubbed the Shein Love Chapel.
This latest Shein pop-up is part of an ongoing push to challenge the rise of fellow Chinese shopping platform Temu in the U.S., which is spending exorbitant sums in its own attempt to win the hearts of North American shoppers. While Temu’s efforts have focused more on digital channels, Shein’s charm offensive is bringing its digital brand to the real world, including major out-of-home advertising campaigns, additional themed pop-up events and an ongoing partnership with Forever 21.
For the brand’s Vegas pop-up, 30 couples will have the chance to get “Vegas-hitched” (read: non-legally binding) in ceremonies officiated by Love Is Blind season one contestants Lauren Speed-Hamilton and Cameron Hamilton, with complimentary wedding attire from Shein. Couples interested in taking part in the wedding experience must register in advance, with couples selected on a first come, first served basis.
In addition to space for hosting the ceremonies, the Shein Love Chapel also will include a retail area featuring a selection of the platform’s wedding attire assortment for both wedding party members and guests. Products will include party dresses, “flirty” sleepwear, bridesmaid dresses and bridal gowns, as well as bachelorette accessories and reception décor.
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The Shein Love Chapel pop-up will take place at Fashion Show Mall on the Las Vegas Strip Saturday, May 25 and Sunday, May 26.
The wedding category has become a focus for a number of affordable fashion brands this year as wedding season kicks in, with both Abercrombie & Fitch and Anthropologie launching dedicated wedding collections and corresponding pop-ups in recent months.
