SHEIN - The Urban Ritual

What

The first Italian fashion show
of the brand

When

16th of October 2025

Where

The post-industrial space
"Rubattino 56" in Milan, Italy

The Urban Ritual

The Show

On October 16th, Milan became the stage for The Urban Ritual, the first italian fashion show of SHEIN: a celebration of style as an inclusive, everyday experience where everyone can see themselves reflected. The location, Rubattino56, was transformed into a vibrant bar setting with lights, music and an unmistakably glamorous energy.

The
message

The runway embraced a perfect blend of authenticity and modernity, with a deliberately diverse cast. Models of all ages, sizes and styles, embodying the message that fashion today is not an exclusive club, but a shared language.

Guests and afterparty

Influencers and guests kicked off the evening with a welcome drink before enjoying the show and exploring the marketplace area, where they could experience the brands up close. The night continued with a dinner and concluded on the dance floor, with DJ Marvely keeping the energy high until the very end.