Online fast fashion label Shein has launched Aralina, a new brand that has been inspired by the Australian lifestyle.
Aralina, which distinguishes itself with minimalism and sustainability goals, offers a take on casual wear, loungewear, swimwear and athleisure designed with comfort, confidence and authenticity in mind, the company says.
Created by an Australian team led by Tara Skene-Haygarth, Aralina has committed to making 20 per cent of its range with preferred materials by the end of this year, with current offerings including forest-safe viscose and 30 per cent recycled polyester blends in nine per cent of its styles.
“Our brand, Aralina, proudly draws inspiration from the vibrant Australian lifestyle,” said Skene-Haygarth. “Our team is determined to deliver a more thoughtful collection that reflects attention to fabric, fit and form shaped by the rhythms of the modern Australian life. We are constantly adapting, learning and evolving – and we’re ready to understand the future of retail.”
Skene-Haygarth added that production begins with small test batches of 100-200 units per design, with restocks based on actual demand, which aims to minimise waste and reduce inventory overproduction.
