In an effort to promote regional design, Swedish retail behemoth H&M has revealed that it would be working with Shanghai Fashion Week to develop a new collaboration collection including Chinese designers.
Anticipated for release in the autumn of 2024, the collection will be a component of the pair’s endeavours to broaden their commercial avenues and capitalise on the resources of the fashion industry in their mission to promote modern Chinese design.
H&M stated in a press release that it hopes to support China’s fashion industry and its designers while giving its own customers access to a “wider selection of personalised and high-quality fashion products.” This builds on Shanghai Fashion Week’s development and promotion of original Chinese designers.
Regarding fashion week specifically, H&M continued, stating that it had become “an important stage for Chinese designers to make their mark and gain global recognition” because it had “attracted numerous outstanding designers and brands from both China and abroad over the years”.
H&M did disclose that the collection would be unveiled at the following Shanghai Fashion Week, which is when the spring/summer 2025 season’s runway shows are scheduled to take place, but it did not specify which designers would be involved in the partnership or how the launch would be carried out.
