For the fashion-adjacent, attuned and enthusiastic, only two times of the year truly matter F/W and S/S. All other time is spent reflecting, researching and absorbing these seasons – nothing more.

For those who've been living under a fashion rock (or a jewel, if you will), F/W and S/S refer to the Fall/Winter and Spring/Summer collections of haute couture and ready-to-wear clothing that both established and emerging designers showcase on the runway. The primary hosts of these shows are Paris, New York, London and Milan. However, in recent years, attention has shifted to cities outside the main four, with Shanghai being one of them.

Shanghai: The Emerging Fashion Capital of Asia

Undoubtedly, Shanghai is the fashion capital of China – there is no debate about that. The street style, emerging designers, pop-up stores, and everything a fashion enthusiast could want can be found in Shanghai. Its blend and contrast of modernity and tradition, as well as the diversity of communities, create an incredible space for people not only from other cities in China but from around the world. But can Shanghai call itself the fashion capital of Asia yet? My answer would be yes.

The Shift in Global Fashion Influence

Fashion Week isn't simply a display of new clothes; it is an indicator of how influential and significant the fashion in the host city – and therefore the host country – is. How well can each region adapt to the ever-changing zeitgeist and create new trends that influence the rest of the fashion world? In recent years, there has been a shift away from focusing solely on the biggest design houses, such as Dior and Balenciaga. For example, the most common impression of the recent Paris Fashion Week that I've seen online can be described in one word: "meh." And Paris, may I remind you, is the mastodon of all fashion. Meanwhile, shows from other cities, particularly Shanghai, have been going viral – just think of MARK GONG and DION LEE.

A Student's Journey Through Shanghai Fashion Week

As a fashion student in Shanghai, I just had to get into the thick of it, obviously. I was lucky enough to be invited to a couple of great shows. Shanghai Fashion Week is the biggest in China, so for a brand to participate is a great opportunity to reach a new audience, invite celebrities and influencers, and attract significant media attention (yours truly included). Let me share some thoughts on some of the shows I attended.

DAMOWANG: Blending Cultural Heritage with Modern Trends

Take DAMOWANG, a brand originally from Shenzhen that made its Shanghai debut back in 2019 and has since gone global. It's remarkable how Chinese brands manage to blend unique cultural references with global trends and styles. DAMOWANG, for example, features distinct nature-inspired prints mixed with stylish low-rise jeans, pleats, and wrinkles. The show was a transcendent experience, with traditional musical performances and a hypnotic display of lights and smoke that elevated the amazing clothing.

SIXDO: A Formal Affair with a Couture Twist

The next two shows I attended were not only on the same day but also only an hour apart. Doesn't that sound like fun? Fortunately, they were literally across the road from each other, so the only thing I had to do was strut across the crosswalk, trying not to get blinded by all the camera flashes – because honestly, I looked scrumptious.

Sixdo is a Vietnamese fashion brand launched in 2020, known for its contemporary and elegant designs, blending local craftsmanship with modern aesthetics. Founded by Do Manh Cuong, a renowned Vietnamese fashion designer, Sixdo was created with a vision to make stylish clothing accessible to a broad audience. The brand name 'Sixdo' is a tribute to Cuong's six adopted children, symbolizing his commitment to family values and social responsibility – values that are also reflected in the brand's efforts to give back to the community.

SIXDO was probably the most influencer- and celebrity-filled show I attended that day. It was also the most "formal wear" focused, as finely tailored suits and red-carpet-style gowns are part of the brand's DNA. One of the attendees even had a bodyguard (and was quite the eye-candy). Interestingly, on SIXDO's website, you can see mostly very wearable women's wear, "aiming for simple beauty," as they say. However, the show couldn't have been further from simple. It was a full couture display of the brand's skill and craftsmanship, with huge floral gowns, marvelous tweeds, and taffetas, while models strutted to upbeat and sensual music. It was truly a show.

MOROMORO: Vintage Meets Playful Cool

MOROMORO is a relatively young Chinese brand founded in Shanghai in 2018, the brand quickly gained a following for its quirky and eclectic style, which draws inspiration from retro aesthetics and vintage fashion. Its founder, Yuki Zhao, aims to bring the fun back into fashion, making it approachable while maintaining an air of cool rebellion.

As the final show of the week for me, MOROMORO positioned itself at Fashion Week as "50 percent vintage, 25percent sweet, 25 percent cool." I'm no mathematician, but I can say that it's 100 percent my kind of brand. Unfortunately, I didn't have time to change from my all-black ensemble to something more on-theme, but honestly, black is appropriate for any show during fashion week. Upon entering the runway room, it became clear that I was going to love whatever they had in store for us. The set design felt like a retro child's playroom, where all your worries disappear and you can just let your imagination run wild. The collection reinforced that feeling: signature knitwear paired with soft leather jackets and frilly socks–so wearable, so cozy, my bank account was shaking in its boots. I adored the collection, and I was pleasantly surprised by the casting choices: girls, boys, pregnant women, children. It was so refreshing to see, and it helped push the brand's message and ideals to us, the potential consumers. Moreover, the show went viral on the overseas fashion side of Twitter (X, whatever), which is no easy feat for a non-Western brand.

A Grand Finale: MONCLER GENIUS Closes the Show

This here is big news. The Moncler "City of Genius" event served as the closing act of the week, marking the first-ever Moncler Genius presentation outside of Europe.

The event was an immersive experience designed to transform Moncler's signature collections into a "metropolis of creativity," with each featured designer creating unique "neighborhoods" showcasing their interpretations of Moncler's iconic styles. Held at the historic CSSC Pavilion, a shipyard by the Huangpu River, it attracted over 8,000 guests. It was massive.

This was Shanghai Fashion Week wrapping up with a bang. I was truly lucky to attend. It was like an amusement park for fashion and music lovers. Each designer created a different "neighborhood" vibe – like you were just strolling through a city made entirely of creativity, Moncler style. The historic CSSC Pavilion setting by the Huangpu River added to the magic, and honestly, it was next-level immersive.

Rihanna, ASAP Rocky, Anne Hathaway (what??), TXT's Yeonjun, and Rick Owens himself were just a few of the attendees. It was truly an incredible experience and an astounding way to end one of the biggest fashion events. For me personally – and, I'm sure, for many others – it further solidified Shanghai as the biggest fashion and cultural influence center in China and in all of Asia.

People sometimes ask me, "but why did you choose Shanghai to study Fashion design?" This is why. Truly amazing things are happening in this city, and more are on the way.