SHEIN, the global fashion and lifestyle e-retailer, is making significant strides in promoting opportunities for young designers and supporting creative innovation in South Africa through its transformative SHEIN X Designer Incubator Program. Since its inception in January 2021, this pioneering initiative has provided over 4,600 designers and artists from 20 countries, including South Africa, with an unparalleled platform to showcase their talents on a global stage. By leveraging SHEIN’s expertise and state-of-the-art on-demand supply chain, the program supports participants at every step, from design conception to global distribution. This initiative not only provides access to advanced resources and technologies, reducing the barriers for young designers to turn their dreams to reality.

Empowering South African Talent: The Journey of Ishaarah Abrahams

Among the remarkable talents nurtured by the SHEIN X Designer Incubator Program is Ishaarah Abrahams a dynamic South African designer and illustrator from Cape Town’s Bo-Kaap. Arnold’s work, characterised by bold colours and contour lines that capture emotion and diversity, has garnered international acclamation. Her collection, featuring eclectic colour-block prints and chic silhouettes, is a testament to her unique vision and cultural heritage.

Abrahams, 28, participated in the #SHEINX100KChallenge in 2021, which invited creators to compete for a chance to be featured in SHEIN’s AW21 Show and win $100,000 to start their own label. The ‘Be Bold, Be You’ challenge began with 30 emerging designers competing for a place in the top 5, and the finals were featured as a four-episode contest in September 2021. Abrahams’s vibrant designs inspired by Bo-Kaap’s rich culture earned her a place in the semi-finals, making her the only South African participant to reach the top 30. Judged by a star-studded panel, including Khloé Kardashian, Law Roach, Christian Siriano, Jenna Lyons, and Laurel Pantin, this competition provided Abrahams with a platform to showcase her talent, retain profits, and maintain ownership of her creations.

When asked about the inspiration behind her winning designs, Abrahams had the following to say: “The Bo-Kaap is well-known for its colours and bright culture, so I wanted to focus on that in the theme of boldness by creating pieces that are super strong from a colour perspective and that spoke to Bo-Kaap’s flavour.”

Abrahams’s journey in fashion began as a tribute to her late sister and has evolved into a promising career in visual design and fashion. With support from the SHEIN X Designer Incubator Program, she created a striking spring and summer collection that is available for purchase online and will be on display at the SHEIN pop-up store at SOOK, Mall of Africa, Johannesburg from 2 – 11 August.

SHEIN’s commitment to the future of fashion is unwavering. In September 2023, SHEIN announced an additional US$50 Million investment into the SHEIN X program over the next five years, bringing the total investment to US$105 Million until 2028. This funding will further enhance the program’s ability to support emerging designers globally.

Economic Impact and Global Recognition

The SHEIN X Designer Incubator Program has launched over 41,000 original creations to global audiences, demonstrating the program’s significant economic impact. By providing support, guidance and assistance through the end-to-end process of producing a successful collection, SHEIN reduces the financial risk for designers, allowing them to focus on creativity and innovation. Participants retain intellectual property rights and earn commissions from sales.

Abrahams’s journey through the SHEIN X Designer Incubator Program has exemplified the power of opportunity and support in the fashion industry. Reflecting on her experience, Ishaarah shared, “Being recognised as a finalist in the #SHEINX100KChallenge has opened doors I never thought possible. My Spring/Summer 2021 Collection with SHEIN, has exceeded expectations in sales since its launch. This opportunity has given me a global platform to showcase my designs, connect with other talented creatives, and truly believe in the potential of my work. It has not only transformed my career but also inspired me to keep pushing boundaries and empower others in my community to pursue their dreams.”

By supporting designers like Ishaarah, SHEIN X continues to drive access to opportunity and support for creative innovation, making a lasting impact on the future of fashion.

See and shop the whole collection here.