China’s newly biannual Shenzhen Fashion Week upped its game this season. More than 300 fashion brands and designers showcased in over 105 runways in various districts around the metropolis —an increase of nearly 30 per cent compared to April’s edition. The event is a perfect addition as it brings brands live to followers and consumers. It is also a chance for them to exclusively discover the products from the collection before its actual launch online and therefore, adds a sense of exclusive access into the brand’s universe.

As a part of its offline expansion, the fashion week introduced Revelation, a new hub for hotly tipped, global talent. The co-exhibition brought together an innovative selection and mix of seasons ranging from archival to spring 2022. While the likes of cult favorite Robert Wun used archive pieces to showcase his DNA, Turkish accessories brand Manu Atelier used the space to build brand awareness and connect with the local audience through spring 2022.

Shenzhen is one of the top four first-tier cities of China and is also China’s so-called youngest city. The population aged 60 or above accounts for only 5.36 per cent, making the event an ideal attraction for Gen Z and millennial fashion lovers.