SHEIN doubles down on personality-led fashion with Belle Mariano capsule

SHEIN has launched its second capsule collection with Filipino actress and Gen Z icon Belle Mariano, marking a strategic push into personality-led fashion at scale. The collaboration, unveiled last month, includes over 150 items - 80 pieces of clothing, 30 bags, and 40 pairs of shoes - personally curated and styled by Mariano.

The move follows the rapid sell-out of their first collection. During the official launch event, Mariano highlighted the versatility of the range: “Style isn’t one-size-fits-all - that’s why this collection celebrates every side of you,” as quoted by ABS-CBN.

The SHEIN x Belle Mariano capsule is built around three distinct style sets: Luxe Glam (sparkling night-outs and spotlight moments), Power Dressing (sharp, structured, and camera-meeting-ready), and Playful Chic (floaty, feminine, and frankly, festival-season coded).

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In the context of SHEIN’s global strategy, this is telling. Long associated with mass trend churn, the brand is now leaning into locally resonant narratives - particularly in Southeast Asia, where influencer-led campaigns remain a key driver of conversion and loyalty in online fashion.

SHEIN’s choice of Mariano is also calculated. She’s a style muse, as well as a mirror for her generation - soft when needed, steely when it counts. The Manila launch doubled down on this narrative. Belle co-hosted a “Style Studio” segment with Metro.Style editor-in-chief Geolette Esguerra, giving the media an inside look into her thought process.

Interactive installations - such as Mariano’s Mystery Box and a Fashion Roulette booth - added a gamified layer, in line with how younger audiences consume and play with fashion. The pieces are accessible via the SHEIN app and site from 21 May.

Previously, SHEIN collaborated with Filipino designer Jian Lasala under its SHEIN X programme, spotlighting his signature take on modern Filipino elegance. Known for dressing Miss Universe candidates and reimagining bridalwear, “Lasala merges local artistry with international allure - proving that true design knows no borders,” the company said in a social media post.

Regionally, SHEIN has deepened its footprint by collaborating with local creatives and community partners across Southeast Asia. In Malaysia, the brand hosted a high-profile pop-up at MyTOWN Shopping Centre in 2023, featuring fashion shows curated by top influencers and attended by local style personalities, such as Amelia Henderson, Scha Elinnea, and Yaya Zahir.

Last year in Singapore, SHEIN extended its partnership with Nanyang Academy of Fine Arts to launch two new capsule collections in collaboration with social impact organisations Breast Cancer Foundation and Dress for Success Singapore. The initiative blends student design talent with purpose-driven fashion - underscoring SHEIN’s broader strategy to pair community engagement with regional relevance.

These efforts come as SHEIN continues to fight for market share in a region dominated by platforms such as Shopee and Lazada. As of October 2024, the brand reportedly holds a 3% market share in Japan, around 1.5% in South Korea, and even less across Southeast Asia.

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