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    Local brands out to dazzle at upcoming Shanghai Fashion Week

    By He Qi in Shanghai | chinadaily.com.cn | Updated: 2021-03-22 17:14
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    The 2021 Autumn/Winter Shanghai Fashion Week will start on April 6. [Photo provided to chinadaily.com.cn]

    More than 50 percent of the brands that will launch new collections during the 2021 Autumn/Winter Shanghai Fashion Week are local brands, according to an official during a news conference on Monday to introduce the fashion week which will start on April 6.

    The official also pointed out that brand focus has become increasingly diversified, with more than 40 percent of brands integrating featuring protection elements and nearly 20 percent integrating characteristics of intangible cultural heritage.

    More than 60 percent of the participating brands registered a significant increase in sales last year, and nearly 40 percent of them have opened offline stores, the official added.

    The opening show of this season's fashion week will be held by MARK FAIRWHALE, which will blend traditional culture with international trends in its showcase.

    Meanwhile, international supermodel Lyv Yan will bring her label COMME MOI to Shanghai Fashion Week.

    The MODE trade show, which is part of the Shanghai Fashion Week, will start on Apr 8. More than 800 fashion brands are expected to attend the trade event.

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