Amidst a backdrop of economic optimism, top international fashion brands are making a resounding statement by debuting new collections in Shanghai. This trend of launching in Shanghai aligns with China’s “debut economy” initiative, aimed at promoting the introduction of international brands. The reason why international brands choose Shanghai as the launch pad for their newest collections is motivated by the affluent consumer base present in the city. Retail centers like Shanghai and Guangzhou have adopted measures to facilitate this debut economy, including easing the introduction of high-quality global brands, expediting the approval processes for new product launches, and streamlining customs clearance for imported debut items.
Notably, Italian luxury brand Moncler held its first Moncler Genius event outside Europe at Shanghai’s Huangpu River, attracting over 8,000 attendees, featuring new collections as part of the 2025 Spring/Summer Shanghai Fashion Week.
Moncler Group’s CEO Remo Ruffini highlighted the deepening relationship between the brand and the city since opening its first flagship store in Shanghai in 2009. He praised China’s rapid market growth and the inspiration he draws from its evolving culture.
Additionally, fashion stylist Harry Lambert emphasized Shanghai’s vibrant creativity during the launch of his limited-edition line for ZARA, affirming that many brands are increasingly designing for the Chinese market as it grows in significance. With more international brands eyeing Shanghai for new stores and product launches, the city’s status as a fashion hub continues to strengthen. Vivienne Westwood’s presence in additional Chinese cities by 2025 and the opening of a new Vivienne Westwood Cafe in Shanghai next spring is a testament to the burgeoning fashion landscape in Shangai. [1]