Normani always shows up with intention — whether it’s in her music, her visuals, or beyond. His latest collaboration with Sheen is no different. This partnership marks a new chapter for the singer: one of confidence and growth. Sold exclusively at Shein, Normani’s new line features several drops designed to combine her signature sensuality with accessible luxury.
“Whenever I think about partnering, alignment is really important to me,” Normani tells Essence. “Beyond anything contractual, I always want the brand’s voice to resonate with what I believe in and my core values. With Shein, I love diversity and inclusivity.”
As she steps into a new decade – with her 30th birthday on the way – Normani is redefining what sexy and sophisticated means to her. “I feel like I’m in a season of recovery,” she says. “I still love to show off my looks, but in a different way than before. My style has become more sophisticated — still feminine, still sexy, but elevated.” In particular, “Brown lip liner — that Mary J look — that’s my favorite. My look is not complete without it,” she says. “Sometimes less is more. Rihanna’s pink pixie era? That denim set was everything. She understood that hair was the moment. I carry that same energy.”
This sentiment is at the heart of their SHEIN collection. Each piece was created to feel luxurious but remain accessible. “Inclusivity has always been important to me — not just in body type or culture, but also financially,” she explains. “Everyone should have access to affordable pieces that make them feel elevated. That’s what I was most excited about.”
Normani’s approach to fashion has always had a sense of nostalgia – a love letter to the late ’90s and early 2000s, when glamor felt effortless. “My mother inspired me a lot,” she explains. “When I think about her 30s, it matches where I am now. Seeing her do her hair and makeup, seeing her style choices – that really influenced me. You’ll see a lot of that in this collection.”
When asked what really makes her feel confident, Normani didn’t hesitate. “It’s the energy you bring to it,” she says. “Sure the outfit helps, and the glamor helps – but even if I’m wearing a garbage bag, it’s about your essence and confidence. You can make anything look good when you believe in it.”
Her daily routine helps keep that energy high. Between Pilates, weight training, and even EMS workouts (“They make your muscles contract faster — 20 minutes feels like two hours!”), she’s gained strength both physically and mentally. “That combination completely changed my mindset and my body. I feel so much stronger.”
As she juggles music, fashion, and her personal life, Normani’s secret to maintaining balance is staying grounded. “I’m learning to compartmentalize,” she says. “It’s easy to feel overwhelmed when you want to give 100% to everything, but I check in with myself and ask: What am I capable of? How am I doing? What can I put into myself so I can give my best?”
Faith plays a major role in her self-care practice. “I’m really big on planning my day with God,” she shares. “Before the email, before the call—I have to set my intentions,” says Normani. “And spending time with my girls, having sleepovers, watching the Cheetah Girls-It brings out the child in me.
So what’s next for Normani? “There’s so much to be excited about,” she teases. “The music, the visuals, everything my fans deserve and everything I deserve. And with Sheen, I’ll continue to release new collections that feel authentic to who I am.” Regardless of what she does next, “I’m excited to take risks and have fun,” she says. “I’ve always gone against the grain. This next chapter? It’s just me, sophisticated.”
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