The fifth edition of the Shanghai International Fashion Underwear Fair has once again set a new benchmark in the global lingerie industry. With an exhibition area of up to 8,000 square meters, the event showcased a bold fusion of black, red, and white, embodying innovation and modernity. The dynamic displays, trend forums, and insightful discussions created a vibrant atmosphere, offering attendees a true fashion feast. This year's fair not only highlighted the timeless charm of the industry but also emphasized sustainability, energy efficiency, and groundbreaking innovations.
Over 200 renowned international brands, including leading names in underwear and swimwear, gathered to showcase their latest collections. Among them were emerging Chinese labels like Meisee and SITI, as well as prestigious European brands such as Eva B. Bitzer, Daniel Hechter, Marie JO, Chantelle Passionata, Gerbe, Aubade, and Simone Pérèle. These brands used the platform to strengthen their market presence and elevate their brand image.
Eurovet Group, the organizer of the fair, remains confident in China’s growing demand for high-quality lingerie. Drawing from its experience with the Paris Fashion Underwear Exhibition, Eurovet aims to position Shanghai as a key fashion hub in Asia, with the fair serving as a bridge between the East and West. With offices in Hong Kong, the group’s team is well-versed in the Asian market and actively works to connect global participants with local opportunities.
The professionalism of the event was widely praised by both exhibitors and buyers. Each successful exhibition has led to more international brands entering the Chinese market through this platform. For instance, La Perla opened five stores in China, Scandale was acquired by French brand Hop Lun, and Dim partnered with Chinese manufacturers to launch several branded outlets in Shenzhen.
Since its inception, the Shanghai International Fashion Underwear Fair has seen steady growth, driven by Eurovet’s global network. The event focuses on facilitating direct meetings between retailers, buyers, and top brands from Italy, Germany, the UK, and France. It helps buyers better understand product details, company backgrounds, logistics, and service standards, ensuring they can meet their procurement needs efficiently.
A notable feature of the fair is the private meeting spaces and beautifully designed display areas set up for major brands, creating an ideal environment for networking, discussions, and business exchanges. Feng Marie, director of the fair, emphasized that the event serves as a vital business bridge between exhibitors and visitors.
The two-day event attracted a wide range of international companies and buyers, particularly in the raw materials and accessory sectors. Exhibitors included European firms like Bischoff, Brunet, and Macpi, as well as Asian brands such as Defa, Femina Lace, and TiansiYida. INVISTA, a leading chemical fiber manufacturer, also participated with its core brands, showcasing innovations in fabrics, lace, trims, and embroidery.
Despite the challenges posed by the global economic crisis, the Shanghai International Fashion Underwear Fair maintained a customer loyalty rate of over 70%, thanks to its long-term vision and professional approach. Exhibitors view the fair as not just a regional event, but a global platform for procurement, negotiation, and market entry.
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