New feature empowers children to express what they love while helping mothers make practical purchasing decisions

DUBAI, UAE – 15 July 2026 – “Mom, can I have this dress? I want to be a princess.”

For many mothers, wishes like these are a familiar part of everyday life. Whether it is a daughter wishing for a velvet dress in the middle of summer or a son longing for a superhero outfit for every occasion, children naturally express themselves through what they want to wear, using fashion to explore their personalities, interests and imaginations. For parents, however, every purchase involves additional considerations, from comfort and quality to safety, age-appropriateness and seasonality.

To create a more meaningful connection between children’s wishes and parents’ decisions, SHEIN has introduced My Wishlist, a feature designed to turn everyday shopping conversations into shared family experiences.

Available on the SHEIN app and website across the GCC, My Wishlist allows children to save the styles, colours and outfits they love, while giving parents a dedicated space to review those preferences and make informed purchasing decisions. By bringing both perspectives together, the feature helps turn spontaneous requests into thoughtful choices that reflect the needs of the entire family.

The initiative was inspired by conversations with families across the GCC, where many mothers described shopping as a delicate balance between encouraging self-expression and making responsible decisions. SHEIN found that children often use clothing as a way to communicate who they are, while parents are focused on finding products that deliver comfort, quality, safety and suitability for everyday life.

As modern parenting increasingly embraces children’s self-expression, more families are seeking ways to involve children in decision-making while maintaining parental guidance. My Wishlist supports that approach by allowing children to participate in the process without placing the responsibility of the final decision on them. Instead, it creates an opportunity for parents to better understand their children’s preferences while retaining full control over what is ultimately purchased.

The feature is particularly relevant for families across the GCC, where climate, comfort and cultural considerations often play an important role in purchasing decisions. By allowing wishes to be saved and revisited, parents can explore options that are appropriate for the season, suitable for their children’s needs and aligned with family priorities, while still reflecting the preferences that matter most to their children.

My Wishlist demonstrates SHEIN’s commitment to understanding the evolving needs of modern families by promoting shopping experiences rooted in communication, understanding and participation.

To celebrate the launch, SHEIN will host a three-day My Wishlist activation at Yas Mall, where families can experience the new feature firsthand through interactive activities designed for both parents and children while exploring SHEIN’s latest collections. The activation is open to the public.

Event Details:

Date: July 24, 25, 26, 2026

WEEKDAYS: 10:00 AM – 10:00 PM (Sunday – Thursday)

WEEKENDS: 10:00 AM – 12:00 Midnight (Friday – Saturday)

Location: Yas Mall (Near Ferrari World Hallway)

Hashtag: #MyWishlist

-ENDS-

About SHEIN 

SHEIN is a global online fashion and lifestyle retailer, offering SHEIN branded apparel and products from a global network of vendors, all at affordable prices. SHEIN remains committed to making the beauty of fashion accessible to all, promoting its industry-leading, on-demand production methodology, for a smarter, future-ready industry. To learn more about SHEIN, visit http://www.sheingroup.com.

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