SHANGHAI, July 22, 2026 – As the 2026 "Shanghai Summer" International Consumption Season officially kicked off on July 3, Shanghai Fashion Week was highlighted as a flagship event. During the launch ceremony, Ji Shengjun, Director of the Shanghai Fashion Week Organizing Committee and Secretary of the Party Committee and Chairman of Orient International Group, presented the upcoming season's highlights.

Ji announced that the 2027 Spring/Summer Shanghai Fashion Week, themed "Resilience and Radiance," will officially launch in October as the grand finale of the "Shanghai Summer." Building on nearly 100 new product debuts and the first exhibitions of nearly 1,000 brands, the upcoming season will introduce several exciting new features:

1. Transforming Runways into Urban Landmarks with Light and Shadow

The Xintiandi main runway will feature an immersive fashion installation. This interactive setup will serve as a new urban landmark, allowing citizens and tourists to capture their own fashion imagery and create unique visual memories of Shanghai.

2. Opening Select Runways to the Public

Embracing inclusivity, select runway shows will be opened to the general public this year. Fashion enthusiasts and trendy families will have the opportunity to experience the charm of fashion up close. Additionally, some brands will open their design studios post-show, offering parents and children hands-on customization experiences to create their own unique fashion pieces.

3. Upgrading the "Ticket-Stub Economy"

During the Fashion Weekend, "See Now, Buy Now" pop-up events will be hosted across major commercial districts, including Xintiandi, Yongyuan Road, and Crystal Rainbow Hongqiao. By partnering with local merchants to launch exclusive "Fashion Week Packages," the event will offer special consumer benefits across fashion, dining, and other categories, effectively converting runway traffic into vibrant street-level consumption.

Shanghai Fashion Week will continue to embrace an open and collaborative approach, sincerely inviting global industry partners, brands, media, and fashion enthusiasts to participate in the 2027 Spring/Summer edition. As part of the "Shanghai Summer" International Consumption Season, the event invites everyone to experience the city's fashion charm and bring high fashion from the runway into everyday life.