Local Designers Anchor the Week
Chinese label Hemu opens proceedings on October 8, marking its 15th SHFW appearance. Familiar independent names such as Xiaoli, Staffonly, Comme Moi, Shuting Qiu and Short Sentence return alongside newer labels. A key theme this season is deeper collaboration between Chinese designers and major domestic companies — sportswear giant Anta, for instance, will unveil the next phase of its partnership with designer Chen Peng on October 11. Shanghai-founded label Pronounce, now established in Milan, returns to present its first womenswear line as it celebrates its tenth anniversary.
International Brands Expand Their Presence
Global names are also stepping up. Adidas will run a four-day program from October 15-18 spanning runway, retail and exhibition events, including China-designed products and its Y-3 line. H&M will preview its Elie Saab collaboration in China, and the French Federation of Men’s Fashion is bringing five Paris-based labels for showcases and industry meetings. Additional participants include Italian, French, Danish and Vietnamese brands.
Trade remains central to the week, with the Mode Shanghai showroom running October 8-12 and featuring international exhibitors making up more than half its lineup. Despite scheduling overlap with Paris Fashion Week, organizers say steady international attendance matters less than the lasting business relationships formed on-site — a signal that Shanghai’s fashion ambitions are increasingly measured by substance over spectacle.
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