From theme days to every day, the SHEIN x Cheyenne Davis collection delivers trend-forward kids' looks built for growing up, showing up and stepping up.
LOS ANGELES, Aug. 3, 2026 /PRNewswire/ -- SHEIN, the global online fashion and lifestyle retailer, has partnered with digital creator, entrepreneur and mom Cheyenne Davis for a new back-to-school collection featuring curated kidswear. The campaign is anchored by a video series capturing the beautiful chaos of getting three kids out the door, from navigating school theme days to coordinating everyday looks, all through Davis' lens as a mom who makes it look effortless (even when it's not).
Inspired by the excitement of a fresh school year, the collection features versatile pieces designed for kids who bring bold energy, bright ideas and big dreams, from classroom days and extracurricular activities to weekend adventures and everything in between. From playful sets to cozy layers, dresses and everyday essentials, the collection makes it easy for parents to build stylish looks that kids of all ages will love to wear.
"As a mom, I know how important it is to find clothing that's both practical and stylish," said Davis. "This collaboration with SHEIN is all about helping families feel prepared for a new school year without compromising on quality, comfort or affordability. I wanted to curate pieces that kids are excited to wear and parents feel good about buying."
To celebrate the launch, SHEIN and Davis will host a special give-back event on August 5 in partnership with the Boys & Girls Club of West San Gabriel Valley & Eastside, bringing the community together for a back-to-school celebration. Local children in the program will receive products from the collection alongside backpacks and school supplies, encouraging them to enter a new school year with confidence. Davis will also be joined by friends and family, who will volunteer at the event, helping each child select looks that reflect their personality and giving them the confidence to start the school year ready to stand out, speak up, and shine bright.
The campaign brings Davis' signature warmth and authenticity to every frame, whether she's wrangling her kids through a costume-themed morning or styling them for a weekend out. Each look in the collection was thoughtfully selected to mix and match effortlessly, creating multiple outfits for every school moment, every theme day and every day in between.
The SHEIN Back-to-School x Cheyenne Davis Kids Collection is available exclusively on SHEIN.
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. Headquartered in Singapore, SHEIN is 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 www.sheingroup.com.
About the Boys & Girls Clubs of West San Gabriel Valley & Eastside
The Boys & Girls Clubs of West San Gabriel Valley & Eastside serves more than 51,000 youth annually across multiple communities through after-school, summer, and enrichment programs. The organization is dedicated to helping young people reach their full potential as caring, productive, and responsible citizens by providing safe spaces, mentorship, and transformative opportunities. To learn more about Boys & Girls Clubs of West San Gabriel Valley & Eastside, visit www.wsgvbgc.org
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SHEIN and Cheyenne Davis Team Up for a Back-to-School Kids Collection That Brings Style, Comfort and Confidence to Every School Day
SHEIN and Cheyenne Davis Team Up for a Back-to-School Kids Collection That Brings Style, Comfort and Confidence to Every School Day
Center for Green Market Activation (GMA) and Singapore Sustainable Aviation Fuel Company (SAFCo), join GenZero on the Steering Committee, while Amazon, Bain & Company, and Temasek Trust join the growing industry alliance to support credible demand for sustainable aviation fuel (SAF) and SAF certificates in Asia.
SINGAPORE and NEW YORK, Sept. 23, 2026 /PRNewswire/ -- Green Fuel Forward (GFF), launched by GenZero and the World Economic Forum (WEF) in May 2025 to scale demand for sustainable aviation fuel (SAF), today announced an expanded partnership structure and new members as it enters its next phase of market activation.
Announced during Green Markets Day at New York Climate Week, the expansion marks GFF's shift from building market awareness and procurement readiness to facilitating greater corporate action and participation in SAF and SAF certificates (SAFc) transactions across Asia.
GFF welcomed the Center for Green Market Activation (GMA) and the Singapore Sustainable Aviation Fuel Company (SAFCo) to its Steering Committee (SteerCo), alongside founding SteerCo member GenZero. The expanded SteerCo combines investment, demand-aggregation, procurement and market-development expertise as GFF works to translate growing corporate interest in SAF into credible and scalable demand.
Building this demand is particularly important for aviation decarbonisation in Asia, where much of the sector's future growth is expected. SAF supply remains constrained by its premium over conventional jet fuel and production capacity that is still developing. Stronger and clearer demand signals can encourage investment in new supply and help lower the cost of SAF adoption.
SAFc can provide these demand signals at scale by enabling companies to support the use of SAF and claim the associated emission reductions towards their climate targets, even where direct access to physical SAF is limited or impossible. To support the development of a robust SAFc market in Asia-Pacific, GFF will work with industry, policymakers and standards bodies to establish a trusted framework for corporate engagement.
Frederick Teo, Chief Executive Officer, GenZero, said: "Given the growth of aviation in the Asia-Pacific, the region has a critical role in decarbonising aviation globally. There is tremendous potential to develop technologies in SAF, source feedstock, build production capacity and drive adoption. Corporate ambition to address air travel emissions can direct financing into scaling SAF adoption through the purchase of SAF certificates. Green Fuel Forward aggregates corporate participation into credible, collective demand large enough to meaningfully support production growth across the region. The expertise that GMA and SAFCo bring in demand aggregation, procurement, and market development strengthens Green Fuel Forward's broad membership base to translate corporate readiness into concerted market action."
Kim Carnahan, Chief Executive Officer, Center for Green Market Activation, said: "We know that book and claim and demand aggregation can drive new investment and grow the supply of high-integrity SAF. We are thrilled to be joining the Green Fuel Forward SteerCo to bring this model to Asia, ensure it complements existing global initiatives like the Sustainable Aviation Buyers Alliance, and steer it toward real-world contracting that scales SAF uptake in one of the fastest growing aviation markets in the world."
Seow Hui Tan, Chief Executive Officer, SAFCo, said: "As Asia-Pacific's aviation sector continues to grow, the region has a unique opportunity to lead the next phase of sustainable aviation growth. Singapore's early leadership in advancing SAF policy demonstrates how practical regulations, trusted governance, and market-based mechanisms can accelerate SAF adoption while maintaining environmental integrity. Beyond supporting Singapore's national SAF ambitions, SAFCo's expertise, processes, systems, and market infrastructure being developed through the SAF policy can help lay the foundations for a credible and scalable voluntary SAF and SAF certificate market across Asia-Pacific. Through Green Fuel Forward, we look forward to working with partners to strengthen corporate participation, build market confidence, and accelerate the development of a trusted regional SAF ecosystem."
With added institutional expertise and a broader corporate buyer base, GFF is better positioned to help companies move from learning about SAFc to evaluating and participating in procurement opportunities. By aggregating demand and strengthening connections among buyers, market intermediaries and suppliers, GFF aims to create a stronger commercial foundation for SAF growth in Asia.
As GFF moves from capacity-building towards supporting more pragmatic action, WEF will hand over the secretariat function of the initiative to the SteerCo. WEF played an important role in the initiative's formative year, helping to shape the platform, convene stakeholders, build momentum, and strengthen the understanding of the SAF market.
Pedro Gomez, Head, Industry Agenda, Member of the Executive Committee, World Economic Forum, said: "With GenZero and dozens of private sector companies, we launched Green Fuel Forward to spark interest in SAF in the Asia-Pacific region. One and a half years later, this collective effort has shown that the local SAF market is maturing fast, and more corporates are planning to take pragmatic action and invest in the sector. The World Economic Forum looks forward to seeing this momentum transform into credible demand as GenZero and the new SteerCo take over the strategic leadership of the campaign, bringing experience from transactions that can really scale the impact of Green Fuel Forward in the coming years."
New members broaden the alliance
Alongside the expanded SteerCo, GFF has recently welcomed Amazon, Bain & Company, and Temasek Trust as new members, broadening the group of companies seeking to accelerate the shift towards lower-carbon aviation. Temasek Trust also joins as a catalytic contributor, providing funding to offset procurement costs and help SAF adoption. GFF's total membership now stands at 48.
GFF's members span three key groups: companies with significant business-travel footprints; companies with substantial logistics and air-cargo operations; and international corporations looking to decarbonise their value chains in Asia.
Corporate interest in SAF is growing, but buyers continue to face practical barriers to procurement. Questions remain around how SAF certificate purchases can be reported under the Greenhouse Gas Protocol, while buyers may also have limited visibility of credible regional supply and lack dedicated in-house procurement capabilities.
Through GFF, participating companies can better understand the SAF market, explore credible procurement pathways, and stay updated on accounting and reporting for SAFc. Catalytic funding, including cost offsets and co-matching for select first-time buyers, can also help lower cost barriers and support early participation.
Sam Israelit, Chief Sustainability Officer, Bain & Company, said: "Business travel is the largest share of Bain's carbon footprint, and sustainable aviation fuel is central to our science-based path to net zero. Having been among the first corporate buyers of SAF certificates through the Sustainable Aviation Buyers Alliance and the First Movers Coalition, joining Green Fuel Forward is a natural next step: it brings that commitment to Asia-Pacific, where aviation's growth - and the opportunity to decarbonise it - is greatest. We look forward to helping build the credible, aggregated demand that will catalyse new SAF supply across the region."
Ryan Tan, Head, Planet Collaborative, Temasek Trust, said: "Aviation is a carbon-intensive sector that is an integral part of the carbon footprint of many companies, such as through business travel and value chains. This makes SAF certificates an important entry point for collective action. Through Green Fuel Forward, Temasek Trust is participating as both a member and catalytic funder to lower barriers for other companies and facilitate demand for SAF. This reflects our commitment to catalysing practical, scalable solutions for tangible climate impact."
About Green Fuel Forward
Founded by GenZero and the World Economic Forum in 2025, Green Fuel Forward (GFF) is an initiative designed to scale corporate demand for sustainable aviation fuel (SAF) in the Asia-Pacific region. While continuing to build capacity and increase awareness of SAF certificates, in its second year, GFF will explore more structured procurement of sustainable aviation fuel certificates (SAFc), enabling corporate buyers to participate in SAF markets and address their aviation-related Scope 3 emissions. The initiative complements ongoing work by international standards bodies to advance the use of book-and-claim mechanisms, while contributing to global aviation decarbonisation. Through demand aggregation, capacity building and policy engagement, GFF aims to provide clear demand signals required to lower barriers to SAF adoption, strengthen market confidence and ultimately, catalyse new investments into SAF production across Asia-Pacific.
For more information, visit https://genzero.co/initiatives/green-fuel-forward.
About GenZero
GenZero is an investment platform company focused on accelerating decarbonisation globally. Founded by Temasek, it seeks to deliver positive climate impact alongside long-term sustainable financial returns by investing in opportunities with the potential to be nurtured into impactful and scalable solutions.
Driven by a common purpose to decarbonise for future generations, GenZero recognises the need for a holistic and integrated approach to achieve a net zero world. It adopts a flexible investment approach across three focus areas to drive climate impact: (i) nature-based solutions that help protect and restore natural ecosystems while benefiting local communities and biodiversity; (ii) technology-based solutions that deliver deep decarbonisation impact; and (iii) climate ecosystem enablers that support the scaling of carbon markets and enable broader industry decarbonisation.
For more information on GenZero, visit www.genzero.co.
About the Center for Green Market Activation
The Center for Green Market Activation (GMA) is a U.S.-based nonprofit working to catalyze markets for low- and zero-carbon goods and services in hard-to-abate sectors. GMA develops and deploys demand aggregation, collective procurement and book-and-claim approaches that enable companies to send stronger demand signals for emerging climate solutions. GMA manages buyers alliances across aviation, maritime shipping, heavy duty trucking, cement and concrete, chemicals, agriculture and other sectors, including serving as the Secretariat for the Sustainable Aviation Buyers Alliance (SABA).
About Singapore Sustainable Aviation Fuel Company Ltd (SAFCo)
Established by the Civil Aviation Authority of Singapore, SAFCo builds a transparent, integrated SAF demand market connecting airlines, corporate buyers, fuel producers, registry providers, carbon market platforms and aviation fuel chain stakeholders in Singapore. Its mission is to enable a scalable, credible and efficient SAF ecosystem that supports the decarbonisation of Singapore's air hub and catalyses regional SAF adoption. For more information, visit https://safco.com.sg.
About Temasek Trust
Temasek Trust is the philanthropic arm of Temasek Holdings, with community stewardship goals of protecting the planet, uplifting communities, connecting people, and advancing capabilities. By forging new pathways in philanthropy and impact investing with like-minded partners, Temasek Trust advances catalytic philanthropy as a force for good. Through the Temasek Trust Collective, an ecosystem of organisations united by a shared purpose of building better for every generation, Temasek Trust builds capacity, convenes partnerships, mobilises capital, and catalyses solutions innovation to drive positive impact. For more information, visit www.temasektrust.org.sg. Follow us on LinkedIn, Instagram, Facebook, and YouTube.
For media queries, please contact:
Michelle Tan
Joey Wong
Director
Vice President
Corporate Affairs & Communications
Corporate Affairs & Communications
GenZero
GenZero
michelletan@genzero.co
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Tan Shu Ning
Senior Associate
Corporate Affairs & Communications
GenZero
tanshuning@genzero.co
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GREEN FUEL FORWARD EXPANDS INDUSTRY ALLIANCE TO SUPPORT SUSTAINABLE AVIATION FUEL ADOPTION IN ASIA
