As a key barometer of China's fashion industry, the Shanghai Fashion Week Autumn/Winter 2026 kicked off on Wednesday, creating a citywide fashion consumption season where consumers can see, order, and purchase in a seamless journey.
As night fell, the Xintiandi show venue near Taiping Lake was illuminated. The opening show featured lace as a central element, presenting audiences with an imaginative fashion wonderland through exquisite tailoring and the interplay of light and shadow.
Beyond the runway, the fashion trade scene was equally vibrant. As the centerpiece of Asia's largest order-focused fashion week event, the MODE Shanghai Fashion Trade Show drew global attention. Over half of the participating brands came from overseas, and both new and returning exhibitors reported fruitful outcomes.
"The Shanghai Fashion Week is a very international platform, attracting buyers from well-known international retail chains here. Several international buyers had already placed orders," said a French exhibitor.
"China is a big country, and there are many kinds of buyers and customers here, especially in Shanghai. So that is why we are here," said a South Korean exhibitor
"Buyers here are very discerning. They select products from a consumer's perspective. Since joining this fashion week, my growth in design has been incredibly fast," said an Italian exhibitor.
Buyers and designers from around the world also gathered in Shanghai, seeking inspiration and business opportunities.
"Shanghai is a central or not Asian or it's a central from fashion in the world. I just want to find inspiration for my design or maybe for my new project," said a Russian designer.
"We hope to come across dark horses in fashion here," said a domestic buyer from Wuhan City of central China's Hubei Province.
"These are brands rarely seen in the mainstream market. Shanghai's fashion appeal is huge. We hope to activate the consumer market through new products," said another domestic buyer from Ningbo City of east China's Zhejiang Province.
In the first two months of this year, apparel and accessory consumption in Shanghai rose by 11 percent year on year. Over the coming week, a series of runway debut shows, ordering fairs, industry forums, and brand exhibitions will take place across the city's chic landmarks.
"There are nearly 1,000 debuts and premieres, together with over 100 runway shows. We hope the fashion week platform can energize the entire fashion industry, especially in Shanghai, and ultimately create a strong connection with consumption," said Ji Shengjun, director of the Shanghai Fashion Week Organizing Committee.
Shanghai Fashion Week offers 'see-order-buy' experience season for overseas, domestic buyers
