New York, London, Milan, and Paris: every year, fashion lovers look forward to February and September to explore the newest collections from their favorite designers in the iconic “Big Four of Fashion.” From the very beginning, fashion week has been closely tied to specific cities. But in a world that’s constantly evolving where creativity can transcend the limits of space and time, is the idea of a "Big Four" still relevant?

Shanghai Fashion Week’s growing international presence is clear proof that something is definitely changing in the worldwide fashion scene. Compared to the previous Fall/Winter 2024 season, the Spring/Summer 2024 edition saw a significant increase in foreign participation, with global names making up more than 50% of exhibitors. Among the international brands that participated in the event were Moncler, which brought Shanghai Fashion Week to a close on October 19 with its captivating “City of Genius” exhibit, along with Vivienne Westwood, H&M, and Harrods. Yet, these international giants did not eclipse the brilliance of China’s emerging talents. Designers like Joyce Bao, Ili Node, Hengdi Wang, and Aqohill stood shoulder to shoulder with their Western counterparts, demonstrating that China’s rising stars are every bit as innovative and impactful on the world arena.

Moncler’s City of Genius: where global creativity meets local culture

The Italian luxury label Moncler is one of the international brands that is showing its determination not to miss out on China’s vast potential. Contributing to a 12% year-over-year increase in the brand’s revenue in just the first half of 2024, the country has become a crucial part of Moncler’s growth strategy. The maison’s deep commitment to forging direct relationships with consumers has likely fueled much of its success, capturing the rising demand among Chinese shoppers for personalised and unforgettable experiences with the brands they love.

Moncler’s extraordinary “City of Genius” event, held during Shanghai Fashion Week, exemplified this approach. Shanghai was transformed into a dynamic hub of creativity and divided into ten distinct “neighborhoods,” each dedicated to one of the collections showcased. Going beyond traditional collaboration models, the brand gathered a line-up of both international and local artists for an ambitious co-creation project. Each creator was given full freedom not only to design Moncler’s collections, but also to craft the captivating spaces that would represent them, turning every environment into a reflection of their unique artistic vision. The overarching concept? We are all born with creative genius, though it often becomes stifled as we grow up.

Bringing together international and domestic talent, the event highlighted the undeniable power of cultural relevance, while also making it clear that, for brands aiming to leave a lasting mark in China, being part of major events like Shanghai Fashion Week isn’t just an opportunity—it’s a must.

Schiaparelli takes its first steps into China

Once again, Shanghai sets the stage for an exciting new chapter: Schiaparelli is finally ready to make its debut in China. The French haute couture house with an Italian soul has chosen to open its doors to local clients through an immersive and interactive experience that celebrates the brand’s unique history and collections. Titled "Through the Keyhole", this is Schiaparelli’s first retail exhibition in Asia, and it will be open for visitors until November 6 at the prestigious Plaza 66 mall in Shanghai.

At the heart of the mall’s ground floor, the pop-up is designed as a striking golden display shaped like the Maison’s iconic Keyhole, with walls adorned in the brand’s signature anatomical motifs. Schiaparelli’s strategy behind this grand introduction is twofold: to safeguard the brand’s exclusivity and distinct identity while carefully broadening its global reach through a select number of retail locations.

Onitsuka Tiger’s new retail space strikes a chord with Generation Z

Last month, Japanese brand Onitsuka Tiger took on Shanghai to celebrate its 75th anniversary. In the vibrant Jing’an district of Zhangyuan, the brand opened the first-ever Onitsuka Tiger Café in mainland China. Designed to attract young, tech-savvy shoppers, the café offers an inviting space where visitors can savor specialty drinks while exploring exclusive products. One of the standout features is a customized embroidery service that allows shoppers to add a personal touch to their purchases—a perfect response to modern consumers’ desire for individuality and personalization.

Onitsuka Tiger has crafted a warm and immersive environment that skillfully marries tradition with modernity, riding the wave of China’s growing trend for multi-functional retail spaces.

Shanghai welcomes Brunello Cucinelli’s latest Chinese showcase

October brought yet another remarkable debut to the luxury world. Just days after this season’s Shanghai Fashion Week wrapped up, Zhangyuan was chosen again to host “A Journey of Beauty from Solomeo to Shanghai”—Brunello Cucinelli’s first live presentation in China. The name designated for the event immediately evokes the deep emotional connection Brunello Cucinelli holds with the Italian town of Solomeo, its heart and soul for over forty years, while also celebrating the mutual respect and connection between Italy and China.

The evening unfolded as a celebration of friendship and shared values, with Brunello Cucinelli himself voicing a heartfelt optimism about China’s journey toward a new equilibrium in the luxury landscape.

The significance of Chinese consumers in the global luxury landscape is being recognized by a growing number of international brands. As Shanghai rises as a worldwide fashion and innovation powerhouse, it is a city no brand can afford to overlook if they wish to solidify their presence in China. The resounding success of Moncler’s event offers a vital lesson: to build resilient strategies for the future, global and local creativity must begin to walk hand in hand. And what better place than Shanghai—a historic port city and cultural melting pot—to lead this upcoming revolution?