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 approach to local market activation through creator-led storytelling and community relevance.
“GLOWMODE is about more than performance—it’s a lifestyle,” said 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.”
Tavares features throughout the Australian campaign which commenced with a launch event on August 19 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 August 25, held at the North Bondi Surf Life Saving Club.
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 underscores SHEIN’s investment in performance apparel, tapping into the surging demand for hybrid activewear that transitions seamlessly between fitness and lifestyle.
