Shein hosts immersive fashion event at Cines Callao in Madrid

The global fashion retailer Shein is hosting a free immersive event titled ‘Through the Looking Glass’ at Cines Callao in Madrid from September 18 to 20. Inspired by the works of Lewis Carroll, the installation transforms the cinema space into various themed environments to showcase the Autumn/Winter 2026 collection.

Visitors can navigate through themed areas such as ‘The Forest’ (Retro Remix), ‘The Tea Party’ (Folk Revival), and ‘The Queen of Hearts’s Court’ (Power Fashion). The experience includes interactive activities, colorimetry workshops, and a passport system where attendees collect stamps to earn rewards or access to exclusive areas.

The event also features live musical performances, including an opening set by Álvaro de Luna on Friday, September 18, followed by appearances by Alejandro Bejarano and Noan over the weekend.