Desiree Gutierrez
Audio By Carbonatix
The State Fair of Texas has long held its reign as the ultimate foodie event. This year, it seems fast fashion brands are getting in on the action, too.
Global online retailer SHEIN debuted The SHEIN Saloon at the State Fair of Texas, which will be located in the Nimitz Terrace until Oct. 7.
Leaning into over-the-top Texas fashion, The SHEIN Saloon features western-inspired interactive experiences inside an — drumroll please — air-conditioned tent, an unbeatable amenity during peak Texas heat. The pop-up also affords the general public an opportunity to get a taste of a world usually reserved for the modern-day trend authorities: influencers.
Desiree Gutierrez
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What’s in Store?
The curated activation features photo ops with greenery, neon lights, and cowhide-adorned chairs. It also offers hands-on fun with cornhole and chain stitch bandanas, a free photobooth with prints and a mini pop-up shop. On the weekends, the pop-up also features airbrush tattoos and free, branded popsicles.
On the surface, a China-founded brand anchored at the Lone Star State’s largest annual showcase seems mystifying, to say the least. But Texas, and more specifically Dallas, is one of the ultra-fast-fashion brand’s largest markets, which means this installation allows Texans to experience the brand in a different format.
The cowboy-core shop features men’s, women’s and SHEIN curve clothing, with a heavy emphasis on denim, gingham and graphic tees. There’s also jewelry and a free gift: Spend $29 in-store and score a cowboy hat.
Once Inside
Be prepared to wait. The shop isn’t a free-for-all — a controlled number of shoppers are allowed at a time. Once inside, racks are lined with one item of each offering. A team of SHEIN employees is on hand to pull from a reserved backstock and deliver fairgoers’ picks to the register. The execution is kind of surprising white glove service for a budget brand.
SHEIN isn’t the only big brand with an installation at the State Fair of Texas this year. Book publisher Harlequin, Canva, Levi’s, State Farm and more are all offering experiences that will keep you busy between your deep-fried meals.
