SHEIN Turns Sydney Harbour Into a Fashion Playground With SS25 Fashion Fair
Global fashion and lifestyle giant SHEIN is bringing its biggest Australian activation yet to Sydney this September, transforming the Overseas Passenger Terminal into a 520m² immersive showroom for its Spring/Summer 2025 collections.
Billed as the SHEIN SS25 Fashion Fair, the two-day event will combine fashion, creativity and carnival-style fun. Visitors will explore six themed game zones - from flower art installations and claw machines to ice cream stalls - before stepping onto a runway to strike a pose for styled photos, complete with a printed keepsake.
The experience won’t stop there. A live DJ and surprise flash mob performances will turn the terminal into a social hub, giving guests an energetic backdrop as they explore SHEIN’s newest arrivals.
A SHEIN spokesperson said the Fashion Fair was designed to go beyond a typical showroom. “This activation is not only about previewing the latest arrivals, but about creating an immersive experience where fashion lovers can play, explore, and express themselves. It’s about celebrating creativity, inclusivity, and the joy of dressing up.”
The event will showcase a curated mix of SHEIN’s most popular labels: the bold femininity of Musera, effortless elegance of Aralina, and everyday modernity of Aloruh, alongside Coolane’s playful casualwear and Bohemela’s boho-inspired looks. SHEIN Bae and SHEIN Bae Curve will bring night-out statements, while Anewsta, MISSGUIDED, Poéselle and Emery Rose round out the line-up with everything from directional fashion to timeless femininity.
From breezy dresses and bold prints to summer tailoring, the SS25 collections are designed to capture the optimism of the season. Shoppers across Australia will also be able to shop the new arrivals online, extending the reach of the Fashion Fair beyond the harbourfront venue.
The SHEIN SS25 Fashion Fair runs 20–21 September at the Sydney Overseas Passenger Terminal, from 10am to 6pm daily.
