From the Prada mansion to Victoria’s Secret first show in China, the city is abuzz

There’s just something about Shanghai right now, a buzzy energy emanating from its maximalist art scene to Prada Rong Zhai, the exquisitely restored mansion by Miuccia Prada and her husband, Prada Group chief executive Patrizio Bertelli. Yesterday, collaborations were launched between Alexander Wang and Pepsi, as well as Birkenstock and Ms. Min. Victoria’s Secret is even having their first show in Shanghai in November.

Shanghai Fashion Week was full of this new energy this most recent fashion week, from Fengchen Wang’s sheer embroidery and silk jackets to Angel Chen’s athletic wear from the future. “All eyes are on Shanghai now,” David Hadida, chief executive of Paris-based tradeshow Tranoï, told Business of Fashion.

Yoanna Liu, senior fashion editor at Harper’s Bazaar, China explained to BoF that, “For a very long time there has been a big gap in the Chinese market between [international] luxury brands [and] local fashion manufacturers, who build their brands based on the massive production of cheap clothes in reproduced designs.” Now, that gap is closing as young, independent designers like Xander Zhou and brands like Shushu/Tong come onto the scene with an intuitive understanding of the lifestyle the younger generation wants.

Shanghai is primed to be the fifth fashion capital with over 1,200 brands selling across seven showrooms in the city. As BoF writes, “Such an environment provides them with an incubator they can use to experiment commercially while developing their business at a reasonable pace. It’s been a particularly attractive city to London’s Central Saint Martins grads.

Keep your eyes on Shanghai. Big things are happening…

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