By Gary Symons
TLL Editor in Chief
SHEIN has partnered with the Frida Kahlo Corporation and OEG Latino to release a licensed fashion collection based on the Mexican painter and revolutionary.
The Frida Kahlo Corporation owns the trademark rights and interests to the name Frida Kahlo worldwide. It uses the trademark rights as a vehicle for selling licensed merchandise across many consumer product categories.
With over 80 styles, this collaboration is one of the largest ever designed for Frida Kahlo, highlighting her enduring legacy of creativity, strength, and female empowerment.
The creative minds behind the SHEIN x Designers program for up-and-coming talents contributed to the collections – paying tribute to Frida’s art and originality, her use of color and love for Mexican folklore.
The collections are available at shein.com and its affiliated sites.
Shein is a relatively new player in the fashion retail space. The company was only founded in 2012, setting up an ecommerce site that was dedicated to offering better quality and choice at an attractive price point.
“Making the beauty of fashion accessible to all” clearly ticked a lot of people’s boxes, and in just 10 years the company has grown to almost 10,000 employees, serving more than 150 countries. Another key to Shein’s success was that it adopted a more agile on-demand manufacturing technology, connecting suppliers directly to Shein’s ordering system and supply chain. That has reduced inventory waste, Shein says, and also allowed the company to deliver more affordable fashions.
The Frida Kahlo deal was brokered by OEG Latino, a brand management and licensing agency focused on promoting Hispanic cultural heritage.