Shein turns to influencer Kaela Tavares for activewear campaign

To raise awareness of its activewear label, Glowmode, in Australia, Shein has launched a campaign fronted by influencer Kaela Tavares.

The announcement:

Global fashion powerhouse SHEIN is shining a spotlight on its performance-led activewear label, GLOWMODE, in Australia, with the help of influencer Kaela Tavares fronting the campaign.

The appointment of Tavares – known for her high-impact workouts, confident style, and engaged Gen Z following – signals SHEIN’s strategic approach to local market activation through creator-led storytelling and community relevance.

“GLOWMODE is about more than performance – it’s a lifestyle,” says Kaela Tavares.

“It’s a fashion you can move in, live in, and feel confident in. Partnering with SHEIN on this campaign felt incredibly aligned with how I train and express myself day to day.”

GLOWMODE underscores SHEIN’s deepening investment in performance apparel, tapping into the surging demand for hybrid activewear that transitions seamlessly between fitness and lifestyle.

The product line is powered by next-gen textile innovation, with proprietary fabrics like:

• FeatherFit – buttery-soft, breathable and available in Warm, Air & Sculpt variations
• PowerSculpt – designed for compression, support and sweat-wicking performance
• CloudKnit, Modal, Everyday Fleece & Seamless Momentech – offering solutions across high-impact training, low-impact movement, and elevated loungewear

Tavares features throughout the Australian campaign commencing with a launch event on 19th August in Coogee Beach, Sydney, showcasing a curated edit of her favourite GLOWMODE pieces – a creative strategy that aligns with SHEIN’s hyper-personalised, creator-powered marketing model.

SHEIN is also complementing the launch with a one-day only giveaway event in Bondi on Monday 25 August, held at the North Bondi Surf Life Saving Club. More info will be available through SHEIN channels soon.

This campaign comes as SHEIN continues to expand its Australian presence through a blend of data-led product innovation, digital-first campaigns, and scalable creator partnerships. GLOWMODE adds depth to SHEIN’s category offering while reinforcing its
commitment to style, accessibility, and everyday performance.

GLOWMODE is available to shop at au.shein.com, simply search “GLOWMODE.”

Source: Glowbored PR

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