Shanghai Fashion Week (SFW) has an ambitious goal. As Xiaolei Lv, chief executive of the Shanghai Fashion Week says, β€œin a few years, we now propose a schedule of 60 shows and 12 presentations, of which about 60 percent will consist of independent young Chinese designers.” To achieve this Chen Ying, vice president of Shangtex Group (which controls the Shanghai Fashion Week) has signed a collaboration agreement with Carlo Capasa, president of the National Chamber of Italian Fashion, Pascal Morand, Executive President of the French Federation of Fashion and of Ready-to-Wear Couturiers and Fashion Designers. Together the three national industry associations want to support exchanges between young designers as well as to promote transfer of knowledge among the three countries.

In particular, the agreement covers accommodation expenses for young Italian and French designers at the M50 spaces, an interesting industrial recovery project consisting of a complex of art galleries and shops across multiple locations in Shanghai. In this case, these would offer young talents an opportunity to compete without additional cost overheads directly with the Chinese market with a focus on consumer retailing.

A second option to be defined in detail, however, provides that Shangtex be allowed to structure a commercial multi-brand showroom in the center of Shanghai to facilitate distribution to multi-brand stores (about 5,600 active today in the country) of our emerging designers on the Chinese market.

As for the space in Italy for Shanghai talents, the Chamber of Fashion proposes the creation of a dedicated space at The Mall - Piazza Lina Bo Bardi in Milan, near the fashion catwalk district. The idea specifically provides for a presentation of three brands a day that will feature six models and a dedicated display for all six days of the Milan Fashion Week.