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Urban Outfitters is getting a head start on back-to-school shopping with the help of Pinterest and the one and only multi-platinum singer, Tinashe.
Earlier this week, the brand released its latest campaign, “Shift Happens,” an initiative designed to capture the hearts and minds of Gen Z while inspiring them to create the room of their dreams by celebrating self-expression through cool dorm decor, celebrity partnerships, influencers, and in-person activations centered around school and home life. For the campaign's first unveiling, the brand released “Space Shift,” a two-day in-person event created in collaboration with Pinterest. The event occurred in NYC at Chelsea Factory, and Teen Vogue was invited to experience it firsthand.
The activation featured 10 gorgeous multifunctional spaces (imagine each as a dorm room or your own bedroom). Each space had a different theme and vibe, ranging from coquette-inspired decor (think lots and lots of bows), DIY, plant themes, music, and more. What's even more unique is that each room was first crafted as a vision on Pinterest boards by 10 creative influencers who are all known for their own distinct tastes and aesthetics. Stepping into each room immediately transported you into the aesthetic, and every piece of furniture, art work, beauty tool, tech gear — you name it — was available to shop online at Urban Outfitters. Guests were also treated to fresh floral bouquets, light bites, and plenty of picture-taking opportunities.
But the biggest treat of the night was, of course, an exclusive performance by Tinashe (which happened in her very own room, fittingly named “Freak Fort” (playing off the lyrics “Is somebody gonna match my freak?” from her song “Nasty” which has become a viral hit). And before she made her way out to the stage, we got to catch up with the singer to chat about her new partnership, must-have home essentials, and about her upcoming album (dropping Aug 16th!), Quantum Baby.
Teen Vogue: What inspired you to collaborate with Urban Outfitters and Pinterest on this event?
Tinashe: I've been a fan of Urban Outfitters for a long time, so I've just been planting those seeds and seeing how we were able to work together. I have a lot of creative ideas, and Urban Outfitters has been super open to letting me have some input and allowing me to really express my individuality, which I think is coming through with the room that I've created. So, I thought it was the perfect opportunity to create my own space and kind of set a vibe.
TV: Okay, so you're very familiar with the brand. Are there any favorite experiences you've had shopping in-store? Did you go shopping for school outfits, like I did?
T: Oh, of course. I feel like growing up, Urban was always my go-to when I wanted to be super cool and find my own vibe and kind of just express myself in a way that felt like [it] was a little bit different than maybe everyone else was. I also really loved the home accessories and gifts. I would always go there for Christmas and buy a bunch of stuff for like all my friends and family, you know… So yeah, I've been a big fan for a while.
TV: Well you know I have to ask, what's one of your favorite purchases that you will never forget?
T: Last Christmas, I bought some really nice, big, oversized scarves, and I really loved them. I'm really into oversized pieces.
TV: I can tell because I peeped the adorable oversized bow-shaped pillows all over the room you created! Can you talk more about your room and the inspiration behind it?
T: Yeah, I got to pick out all the different furniture and the reflective things on the walls (mirrors) just to kind of give it some of that me vibe. I wanted it to be comfortable. I really wanted it to feel like it was grounded, like people could kind of just feel at home and feel like they wanted to be immersed in the space, putting a couple of plants around there and things like that. Comfort and ease were definitely my main focus points.
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TV: I know that you've been traveling a lot recently. You've probably got plenty more travels to go. How do you make wherever you go and the rooms you stay in, feel like home?
T: I think it's little things that you can do that really make it feel like home, like bringing a pillow from home or something. That's a nice way to be able to make sure that no matter whatever hotel room you're sleeping in, you're comfy and you feel comfy cozy. I'm really into scents, so I like to be able to light a candle or a diffuser or something. I think that makes the room instantly more comfortable and then the lighting is a big thing as well. If you're able to dim the lighting or kind of create a mood light or something like that, then that's always gonna up the vibe.
TV: And when it comes to aesthetics and all the different ones trending right now, is there one you really feel apart of?
T: I mean, no, because I like to jump. I like to not be in a box. In the same way that my music I feel like doesn't fit in a box, I feel like my style is the same way. Sometimes I want a little bit of coquette energy. Some days, I wanna be more punk. Some days I wanna be more feminine. Some days I wanna be more tomboy, so it's like you can't confine me to an aesthetic.
TV: We are so not putting you in a box, period! Well, you brought up your music and you know we have to talk about the new album. What are you most excited for fans to take away after listening to Quantum Baby?
T: I mean, it's just like the next chapter of me. I think fans [will be] getting to know me and getting into my world and my universe, and I'm excited for them to go deeper and hear a little bit more of the sounds that they've known and loved, but how they evolve into the future and to where I'm at now.
