As Dior returns to Shanghai for its Cruise show, the Chinese metropolis further cements its status as an essential destination on the international fashion scene.
The growth of premium menswear in Shanghai is fuelled by a young, connected generation seeking individuality, alongside an increasingly dynamic local creative scene. Shanghai Fashion Week plays a pivotal role in discovering emerging brands. Together with commercial showrooms, it offers valuable opportunities for buyers and designers to connect, turning growing interest in menswear and gender-fluid fashion into tangible business prospects.
China, and Shanghai in particular, has become a strategic ecosystem for French creative menswear brands. In this rapidly evolving market, discernment, refinement and understated elegance are increasingly valued. Beyond borders, fashion enthusiasts share a common sensibility: a desire for distinctive design, sustainability and exceptional craftsmanship.
With the support of DEFI, PROMAS prepares and accompanies a selection of emerging French brands as they engage with Chinese buyers, the press and influencers through two complementary initiatives: Boarding Pass and Showroom List. These programmes, featured on the official calendar of the Shanghai fashion week, have already helped several French labels gain visibility, express their creative identities and capture the attention of key industry professionals.
French premium menswear brands can also be discovered on PROMAS’s Xiaohongshu account (little red book), extending their reach to a wider community of fashion enthusiasts.