Swedish fashion giant H&M has announced it will partner with Shanghai Fashion Week for a new collaborative collection with Chinese designers to showcase local design.
The collection will be launched in the fall of 2024 and is part of the duo's efforts to diversify sales channels and utilize the resources of the fashion industry, aiming to support contemporary Chinese fashion, Fashion United said.
Based on the development of Shanghai Fashion Week and the promotion of original Chinese designers, H&M said it wants to support both the country's fashion industry and its fashion talents, while providing its own customers with "a wider selection of customized and high quality fashion products".
On the occasion of the fashion week itself, H&M added that the event has "attracted over the years numerous outstanding designers and brands from both China and abroad" and as such has served as "an important stage for Chinese designers to emerge and gain global recognition".
While details on which designers will be involved in the collaboration and how it will be marketed have not been revealed, H&M has revealed that the collection will be released during the upcoming Shanghai Fashion Week, when the shows for the upcoming spring/summer season will be presented 2025/BGNES
H&M and Shanghai Fashion Week will partner for a joint collection
