Fast fashion brand turns to upmarket collaboration to woo aspirational shoppers

A file picture shows shoppers at the Shein Holiday pop-up shop inside of Times Squares Forever 21 in New York City. Photo: Reuters

During Paris Fashion Week, pop icon Cher, Swedish singer Robyn and South Korean DJ Peggy Gou performed at Silencio nightclub to a crowd of actors and models including Jared Leto, Elle Fanning and Irina Shayk.

All were wearing shimmering outfits from H&M's latest collaboration, a collection with the brand of late fashion designer Paco Rabanne, who pioneered the use of metal chainmail and sequins in fashion in the 1960s.