Top international fashion brands are introducing new collections as a show of confidence in China

SHANGHAI – Top international fashion brands are launching new collections in China’s economic hub Shanghai, a show of confidence in the country’s consumer market and a sign of the city’s influence on leading fashion trends.

More than 8,000 Chinese and foreign guests gathered at Shanghai’s Huangpu River last Saturday as Italian luxury brand Moncler held its immersive Moncler Genius experience, dubbed ‘The City of Genius’.

As this was the first time Moncler Genius took place outside of Europe, it was seen as the brand’s vote of confidence in the huge Chinese market.

The event, part of Spring/Summer Shanghai Fashion Week 2025, included 10 different areas spread over approximately 30,000 square meters in central Shanghai, showcasing Moncler’s latest collections as well as creative interactions with international and local creative talent , artists and fashion designers.

“This city holds a special place in Moncler’s heart – and mine personally,” said Remo Ruffini, chairman and CEO of the Moncler Group, which opened its first mainland Chinese flagship store in Shanghai in 2009.

“We have grown tremendously since then and have built a deep, long-lasting relationship with the city, with the country and with its residents,” Ruffini said. He added that China remains a very strong market for Moncler and that he has always been impressed with the speed of its growth.

“When I first came to Shanghai in 2005, the city was completely different, as the transformation I have seen over the years has been enormous. This evolution continues to inspire me both personally and professionally,” said Ruffini.

“Chinese culture has always been a great source of inspiration. Every time I visit, I am impressed by the energy, creativity and extraordinary pace of change,” said Ruffini.

More top international brands have chosen to debut their latest collections in Shanghai to take advantage of the country’s vast purchasing power of consumers. This comes as the country is stepping up efforts to promote the ‘debut economy’.

Chinese shopping malls such as Shanghai and Guangzhou have unveiled a slew of measures to boost the debut economy, including supporting high-end international brands to open their first Chinese stores, streamlining procedures for approving new product launches and facilitating the customs clearance of imported debut products.

Last week, top designer brand Vivienne Westwood debuted its Spring/Summer 2025 collection in Shanghai’s iconic Xintiandi commercial district.

Carlo D’Amario, CEO of Vivienne Westwood, said the brand’s participation in Shanghai Fashion Week over the years demonstrates the company’s confidence in the Chinese market, as well as Shanghai’s position as a leader in global fashion trends.

Vivienne Westwood isn’t the only brand focusing on Shanghai, D’Amario said. “This is something that all the top brands do.”

The brand is expected to enter several new Chinese cities in 2025 and is also preparing to open the newest Vivienne Westwood Cafe in Shanghai next spring, he said.

Renowned fashion stylist Harry Lambert also found Shanghai “impressive” and “influential in the global fashion market” during his visit for Harry Lambert’s ZARA limited edition debut in Shanghai.

Lambert said he was excited to debut the collection as Shanghai is a city with great atmosphere and creativity. “Many brands and designers now design specifically for China, as the country occupies an increasingly important position in the fashion market,” says Lambert.