Brand

Shein Taps Gen Z Influencer Kaela Tavares To Launch Activewear In Australia

Published on August 22, 2025

Fast-fashion retailer Shein has launched its Glowmode activewear line in Australia with influencer Kaela Tavares as the face of the campaign. The launch comes as Shein strengthens its position in the Australian market, recently climbing to the 20th-most-visited retail website nationally with 6.54 million visitors in July 2025, according to Semrush data.

The activewear campaign kicked off with an event at Coogee Beach earlier this week, with an additional one-day giveaway scheduled for this weekend at North Bondi Surf Life Saving Club.

Tavares, known for high-impact workouts and a strong Gen Z following, takes center stage in a campaign that positions activewear as lifestyle apparel rather than purely functional attire.

“Glowmode is about more than performance – it’s a lifestyle. It’s a fashion you can move in, live in, and feel confident in,” Tavares said in a statement. “Partnering with Shein on this campaign felt incredibly aligned with how I train and express myself day to day.”

The Glowmode line features next-generation fabrics, including FeatherFit, PowerSculpt, and CloudKnit. FeatherFit offers buttery-soft, breathable material in Warm, Air, and Sculpt variations, while PowerSculpt provides compression, support, and sweat-wicking performance.

Market Competition Heats Up

The campaign forms part of Shein’s broader Australian expansion strategy that emphasizes data-led product innovation and digital-first campaigns, according to Ragtrader. This push comes after Sensor Tower analysis revealed Shein increased its Australian advertising spend by 50% in the June quarter, pivoting from the U.S. market following increased tariffs there.

In the fashion sector, Shein now ranks fourth among Australia’s most-visited fashion websites, surpassing department store David Jones, but still trailing The Iconic (8.44 million visitors), Shopify’s Shop app (9.7 million), and Myer (12.6 million).

The retailer faces new competition from Amazon Australia, which recently launched “Amazon Haul,” offering products under $25 across fashion, home, and lifestyle categories, directly challenging ultra-low-price platforms like Shein and Temu.