July 17-19, 2013 Novomania will hold its fourth edition at Shanghai Mart. Under the theme "THE CLOUD," the show will run for three days covering a total of 19 countries and regions including France, Italy, Spain, Portugal, Russia, Germany, Brazil, UK, Sweden Holland, Belgium, USA, Australia, Japan, Korea, Philippines, China, Taiwan and Hong Kong.

Divided into the departments Denim & Urban, Fashion & Chic, Sports & Street, Shoes & Accessories and Contemporary & Premium the show will host more than 100 brands in total.

Guilherme Faria, General Manager, UBM Novomania says, “Novomania is a place where fashion meets opportunity, China meets the West and business happens. We are proud to present China’s fashion capital some of the world’s premium labels in Novomania’s five fashion areas to help the ongoing transformation of China’s fashion market.”

New to this edition, Novomania will support NEWGEN and new talent with talented Chinese designers emerging from China. Additionally, UBM Novomania together with ALMAX will host The ALMAX -Novomania Mannequin Painting/Decoration Competition to present collections of mannequins created and dressed with art by young fashion designers who are still students at Chinese universities. The winners will be chosen by the visitors and exhibitors and will be announced July 19 at The Fashion House, which will also showcase fashion shows from Joe’s Jeans and Suecomma Bonnie, MANGO, UR and Bench Body during the fair.