Shanghai Fashion Week (SHFW) concluded on April 3, 2024, with a bold, forward-looking showcase that signaled the maturing identity of Chinese fashion on the global stage—particularly in menswear. While international participation remained modest this season, SHFW’s Autumn/Winter 2025 collections underscored a renewed focus on local creativity, cultural craftsmanship, and emerging designer talent, positioning Shanghai as a dynamic epicenter for contemporary Asian fashion.
Among the standout moments was the closing presentation by Shushu/Tong, a label known for its playful and avant-garde interpretations of gender and youth culture. Though traditionally celebrated for womenswear, their growing foray into menswear this season captured attention for its blending of streetwear motifs with tailored sensibility—a reflection of broader menswear trends in East Asia.
A Platform for Homegrown Innovation
Despite global economic headwinds and a slower post-pandemic recovery compared to other fashion capitals, SHFW saw a 10–20% increase in showroom traffic, signaling heightened interest from regional and domestic buyers. This surge bolstered the visibility of independent Chinese labels, many of whom are navigating a challenging market landscape shaped by shifting consumer expectations, rising production costs, and increased digital competition.
Labels such as Jacques Wei, Markgong, and Feng Chen Wang emerged as key players in this season’s menswear narrative. Their collections emphasized versatility, hybrid tailoring, and material experimentation, aligning with consumer demands for garments that balance individuality and functionality. From gender-neutral silhouettes to multi-layered technical wear, these designers are reimagining what Chinese menswear can offer in a globalized, image-driven marketplace.
Tradition Reimagined for the Modern Man
One of the most notable undercurrents of SHFW A/W 2025 was the celebration of traditional Chinese techniques—including hand embroidery, natural dyeing, silk weaving, and ink-inspired prints—reinterpreted through a contemporary lens. These elements infused runway looks with cultural authenticity while appealing to a new generation of consumers increasingly interested in slow fashion and heritage storytelling.
For menswear, this translated into collections that merged classic Eastern aesthetics with streetwear shapes and luxury materials. Jacques Wei, in particular, stood out for his use of flowing silhouettes, mandarin collars, and subtle brocade detailing, offering garments that were equally suited for urban wear or formal settings.
This revival of artisanal methods in menswear also reflects broader industry trends toward sustainability, regional pride, and craftsmanship as a luxury value, themes that Shanghai’s designers are actively cultivating to differentiate themselves in a saturated fashion ecosystem.
Fewer Luxury Imports, More Local Focus
This season, fewer international luxury brands participated in SHFW, a shift that allowed local names to take center stage. While this could have been perceived as a setback in previous years, it instead served as a catalyst for homegrown growth. Without the overshadowing presence of European fashion houses, Chinese designers were able to define the aesthetic direction of the week and capture media and buyer attention in ways that encouraged direct engagement and commercial opportunity.
Organizers of SHFW emphasized the importance of supporting emerging labels, offering mentorship, market access, and PR visibility to help them transition from local prominence to international viability. With the Chinese government’s continued support of cultural industries and a digitally fluent domestic audience, many of these brands are already building solid foundations through WeChat storefronts, livestreamed runway shows, and collaborations with tech and gaming brands.
Looking Ahead
Shanghai Fashion Week Autumn/Winter 2025 was more than a calendar event—it was a strategic moment in the evolution of Chinese menswear. It demonstrated that design maturity, commercial acumen, and cultural authenticity can co-exist in a market often driven by rapid trends and mass production.
As global fashion eyes continue to turn eastward, SHFW is cementing its identity not as a replica of Western fashion weeks, but as a culturally distinct, creatively rich platform—one where modern Chinese menswear is defined by visionaries who honor their past while crafting the future.
