Fashion Shanghai, the East China cosmopolis' program for promoting its fashion brands to go global, concluded its overseas debut at London-based luxury department store Harrods on Jan 21, according to official sources.
The debut honored Spring Festival in the form of a pop-up store themed as Spiritual Homeland. It was jointly held by Chinese fashion platform Labelhood and the Shanghai Fashion Designers Association (SFDA) between Jan 9 and Jan 21.
Being an important part of Shanghai's efforts to build a fashion hub, the Fashion Shanghai program is tasked with introducing Shanghai's designs, narrate the story of Shanghai and promote the city's fashion consumer products worldwide, said the Shanghai Commission of Economy and Informatization.
With a focus on design, the Spring Festival pop-up store looked to enhance Shanghai fashion consumer products' international influence. Through its unique design concept, Labelhood became the first brand in Harrods' 175-year history to showcase Chinese culture in Harrods' main street exhibition windows. By presenting the oriental aesthetics and creativity of Chinese New Year to the world, the pop-up store allowed people to appreciate the special charm of blending Shanghai's fashion with traditional Chinese culture.
The Fashion Shanghai program has planned a series of debut shows, exhibitions and pop-up stores to advertise Shanghai's fashion brands to more international fashion destinations including Japan's Osaka, and elevate Shanghai's image in design, fashion and brands in the world.
