The fifth edition of the Shanghai International Fashion Underwear Fair took place with an exhibition area of up to 8,000 square meters. The event featured a bold and innovative theme blending black, red, and white, creating a vibrant atmosphere in Shanghai. With its dazzling displays, modern and trendy fashion shows, and dynamic discussions on underwear trends, the fair became a true fashion feast. It not only showcased the classic charm of the industry but also highlighted important innovations in environmental protection, energy efficiency, and product development.
Over 200 renowned brands from around the world participated, including both international names and emerging Chinese labels. Brands such as Meisee and SITI joined forces with German names like Eva B. Bitzer, Daniel Hechter, and Marie JO, while luxury giants like Gujin and Lingerie Francaise Group—home to brands like Chantelle Passionata, Gerbe, Aubade, and Simone Pérèle—also made their presence felt.
Eurovet Group, the organizer of the fair, expressed strong confidence in China’s growing demand for lingerie. By introducing the successful model of the Paris Fashion Underwear Exhibition, they aim to position Shanghai as a key hub for Asian fashion, radiating influence across Asia and beyond. With offices in Hong Kong, Eurovet's team is well-versed in the fast-changing Asian market, helping participants gain insights and access to global expertise.
The professionalism of Eurovet was widely praised by exhibitors and buyers alike. Each year, more international companies have used the platform to enter the Chinese market successfully. For example, La Perla opened five stores in China, Scandale was acquired by a French brand, and Dim partnered with local manufacturers to open several branded stores in Shenzhen.
Since its inception, the fair has seen steady growth, thanks to Eurovet’s global network. The event facilitates direct meetings between retailers, buyers, and top brands from Italy, Germany, the UK, and France, helping buyers better understand products, businesses, and services. It also assists in optimizing procurement processes.
A special highlight of the event is the private meeting spaces and beautifully designed display areas set up for major brands, offering an ideal platform for exchange, discussion, and collaboration. Feng Marie, director of the fair, emphasized that the event serves as a bridge connecting exhibitors and visitors in an efficient and interactive way.
The two-day event attracted a wide range of international companies and buyers, showcasing raw materials and accessories from leading manufacturers in Europe and Asia. Exhibitors included European names like Bischoff, Brunet, and Macpi, as well as Asian brands such as Defa, Femina Lace, and TiansiYida. INVISTA also participated with multiple brand partners at the central booth.
Despite the challenges of the economic crisis, the Shanghai International Fashion Underwear Fair maintained a customer loyalty rate of up to 70%, thanks to its long-term vision and professional approach. Exhibitors consider it not only a key procurement and negotiation event in the Asia-Pacific region but also a crucial platform for foreign brands to observe and enter the Chinese market.
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