CHIC Autumn, Shanghai from August 25 to 27, 2026: At the Heart of China’s Fashion Industry - Connected to the World

From 25 to 27 August 2026, CHIC Autumn welcomed 61,824 trade visitors to Shanghai, confirming the China International Fashion Fair’s role as a major business and sourcing platform for the apparel industry. With 738 exhibitors across 53,000 sqm, the fair brought together brands, manufacturers, designers, buyers, retailers and industry professionals at the National Exhibition & Convention Center.

Twelve years after CHIC first moved to Shanghai, the autumn edition demonstrated how both the fair and China’s fashion market have evolved. Across eleven exhibition segments – CHIC SELECTED,

Accessories/Footwear/Bags, CHIC Men’s, Denim World, CHIC Winter’s, Outdoor & Sports, CHIC Impulses, CHIC Worldwide, Digital Fashion, CHIC Women’s and Chinese Style – the event reflected an industry increasingly shaped by changing consumer expectations, digitalisation, intelligent manufacturing, e-commerce and internationalisation.

“CHIC Autumn 2026 demonstrates the dynamism of China’s fashion industry and the growing importance of international exchange for its future development. With 61,824 trade visitors, buyers from 17 countries and strong feedback from our international partners, this edition confirms our commitment to continuously strengthening CHIC as a global business platform. Our goal is to provide international brands with concrete access to the Chinese market while supporting Chinese brands in their expansion into international markets. CHIC connects markets, people and ideas – turning these connections into new business opportunities.” Chen Dapeng, President of the China National Garment Association and CHIC

International Connections Gain Momentum

The international dimension was particularly visible at CHIC Autumn 2026. Exhibitors from Italy, the UAE, Korea, Japan and India participated in the fair, while international buyers from 17 countries, including France, Italy, Turkey and Brazil, came to Shanghai to source, explore new brands and establish business contacts.

The Italian delegation alone comprised 14 exhibitors, predominantly womenswear brands alongside two accessories companies and one menswear brand. According to Mr. Verdani, head of the Italian delegation, Italian apparel and accessories enjoy strong appeal in the Chinese market. Following this autumn’s participation, the delegation plans to bring even more Italian brands to CHIC Spring 2027.

For GUAPI, the UAE streetwear brand, CHIC Autumn marked its first participation in the fair. CEO Mr. Bryan described both the exhibition experience and the results as highly positive and has already confirmed the brand’s return for the spring edition in March 2027.

These responses underline CHIC’s evolving international role. The fair is no longer solely a gateway for overseas brands seeking access to China: it increasingly acts as a two-way connector, bringing international companies into contact with the Chinese market while creating greater international visibility and opportunities for Chinese brands and supply-chain partners. This bidirectional role is becoming a central part of CHIC’s positioning as a global fashion hub.

CHIC Worldwide: Connecting International Brands with China

With CHIC Worldwide, the fair further strengthened its dedicated platform for international companies. The area is designed to support overseas brands seeking to understand and enter the Chinese market – from market information and channel development to connections with potential partners, retailers and buyers.

The relevance of this access is reinforced by the development of China’s fashion market. From January to February 2026, apparel retail sales by large- scale enterprises in China increased by 10.7% year-on-year, while online apparel retail sales grew by 18%. At the same time, consumer demand is becoming increasingly differentiated – ranging from premium quality and niche design to sports & outdoor, individualisation and contemporary interpretations of Chinese culture.

For international brands, the key question is therefore increasingly not simply whether to enter China, but how to enter the market successfully. China’s consumer journey is characterised by the close interaction of social media, content platforms, e-commerce and physical retail. CHIC positions itself as a platform where international companies can gain market insight while connecting with different parts of this ecosystem.

CHIC Matching: From Contacts to Business Opportunities

Business remained at the centre of the three-day event. Four dedicated matchmaking events on 25 and 26 August connected brands, suppliers and buyers. The programme comprised the Fashion Business Brand Matchmaking Event, the Taobao Apparel Brand Matchmaking Event and two Overseas Apparel Brand Business Matchmaking sessions.

A significant indicator of CHIC’s expanding international buyer network was the high proportion of new participants: 70% of buyers participating in the dedicated matching session for overseas apparel brands took part in CHIC Matching for the first time. Buyers arrived with specific purchasing lists, enabling targeted connections between international sourcing demand and exhibitors at the fair.

International buyer feedback following the event reflected this business focus. VESPUCCI SAS from France praised the efficiency of the on-site coordination and the accuracy with which the company was connected to the products it was seeking. Primabotti BY from Belarus highlighted the quality of Chinese products and the value of being able to examine fabrics and craftsmanship directly – an experience that cannot be replaced by online sourcing. Italian buyer emporio sirenuse pointed in particular to new materials, processes and innovative applications discovered at CHIC, while SKYTEX

GROUP from Spain underlined the professionalism of both the exhibition organisation and business matchmaking and confirmed its intention to return. The feedback also demonstrates CHIC’s relevance for first-time international visitors. Rosemary Hazır Giyim Tekstil A.Ş. from Turkey described its first CHIC participation as a major success and confirmed plans to return next year. Together, the responses point to qualities repeatedly highlighted by international buyers: product and manufacturing quality, innovation, efficient sourcing and targeted business connections.

ABOUT YOU Brings a European E-Commerce Perspective to Shanghai The transformation of the apparel industry was also reflected in the accompanying business programme. Eight Business Trend Sessions addressed some of the key questions currently shaping fashion – from AI- powered design, digital transformation and new e-commerce models to customer retention, future growth potential and international expansion.

A particular international highlight was the participation of German fashion e- commerce player ABOUT YOU. In its dedicated session, “Pan-European Fashion E-commerce Platform: Overcome Challenges of Going Global with ABOUT YOU”, the company brought a concrete European e-commerce perspective to Shanghai, addressing the opportunities and challenges fashion brands face when expanding across European markets.

For Chinese fashion companies increasingly looking beyond their domestic market, the session added an international retail perspective to CHIC’s growing focus on global expansion.

Other sessions examined how AI can enhance fashion design and efficiency, how digital transformation is reshaping fashion and consumer goods, where future growth potential lies, and how compliance can support the long-term overseas expansion of China’s apparel industry.

Together with Digital Fashion and CHIC Matching, the programme demonstrated CHIC’s broader development from a traditional trade fair towards an innovation and integration platform for apparel industry supply chains, connecting sourcing and fashion with technology, market knowledge and international business development.

Chinese Style: Growing Confidence in Chinese Fashion

Alongside its international focus, CHIC Autumn 2026 placed particular emphasis on the changing identity of Chinese fashion. Chinese Style, presented for the first time as a dedicated area at an autumn edition, brought together contemporary interpretations of Chinese aesthetics, cultural references and craftsmanship.

The segment reflects a broader development in the market: traditional Chinese aesthetics and craftsmanship are increasingly being reinterpreted by a new generation of designers and brands and translated into contemporary, market- oriented fashion. Chinese Style therefore represents more than an aesthetic trend – it signals the growing confidence and commercial relevance of a distinctive Chinese fashion identity.

Across the fair, this diversity extended from traditional craftsmanship and premium materials to intelligent manufacturing and internationally oriented brand concepts. Companies including SAINT JOY, SIGO, MAY D.WANG and ZIVGREY illustrated different facets of an industry spanning heritage, specialised manufacturing, new retail concepts and global ambitions.

From “Made in China” to Chinese Brands on the Global Stage

The international buyer response at CHIC Autumn also points to a changing perception of China’s apparel industry. International buyers highlighted not only sourcing opportunities, but increasingly quality, innovative materials and processes, craftsmanship and design capabilities.

This development accompanies a wider shift in the Chinese apparel industry from its established strength in manufacturing towards greater emphasis on brands, design and international market development. CHIC supports this process in both directions: helping international companies establish connections in China while providing Chinese brands and suppliers with access to international buyers, media and markets.

China’s manufacturing capabilities and flexible supply chains remain an important part of this equation, enabling international brands to combine sourcing and production expertise with faster market response. The interaction between international brands, Chinese manufacturing capabilities and increasingly internationally oriented Chinese labels illustrates the broader role CHIC aims to play as a global fashion hub.

Next Stop: CHIC Spring 2027 – “THE WAY”

The next edition of CHIC will take place from 10 to 12 March 2027 at the National Exhibition & Convention Center in Shanghai.

Under the theme “THE WAY”, CHIC Spring 2027 will focus on the directions and pathways shaping the future of the fashion industry. Particular attention will be paid to brands combining cultural depth, technological innovation and sustainability – reflecting an industry searching for new business opportunities and new routes to growth.

Building on the international momentum of the autumn edition, CHIC plans to further expand its targeted international buyer programme, with a stronger focus on delegations from Europe, the Americas and RCEP countries. Cooperation with international partner organisations as well as Chinese embassies and consulates abroad is intended to attract larger buyer delegations, while more international fashion media and industry thought leaders will be invited to Shanghai.

61,824 trade visitors, 738 exhibitors across 53,000 sqm, eleven exhibition segments and growing international participation: CHIC Autumn 2026 demonstrated both the scale of China’s fashion industry and the dynamics of its ongoing transformation.

Twelve years after arriving in Shanghai, CHIC continues to evolve with the market – connecting international brands with China, Chinese brands with the world, and sourcing with innovation, technology and new business opportunities.