SHEIN and Sriracha: A Fusion of Fashion and Spice Lights Up Times Square

To bridge the gap between these two seemingly unrelated brands, the concept of “mix and match” served as the foundation.

SHEIN and Sriracha have partnered in a unique partnership to celebrate a fusion of “mix-cultures.” The partnership was brought to life by the Shanghai-based creative agency Ugly and artist Huang Heshan, known for his surreal city digital artworks.

The artwork, titled “Hotropolis,” has transformed New York City’s Times Square into “a denationalized cityscape that merges Western fashion and Eastern cuisine cultures, creating a broader, more inclusive understanding of cultural diversity,” said a release.

To bridge the gap between these two seemingly unrelated brands, the concept of “mix and match” served as the foundation.


 

SHEIN, known for its platform that allows people to create unique looks by mixing and matching different styles, partnered with the famed hot sauce, Sriracha.

The concept of “Hotropolis” was born, waving Sriracha’s signature hot sauce held by a gigantic mannequin as the centerpiece, infused with Asian cuisine and fashion-inspired “easter eggs” within the surreal city.

“The collaboration between SHEIN and Sriracha has resulted in a captivating celebration of cultural diversity through the “Hotropolis” project,” said the release.


 

“Placed in the iconic Times Square, this project underscores the power of creativity in blending different cultures and elements to create something truly wondrous.”

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