With an aim to penetrate the vast Chinese and Asian markets, 22 African fashion brands launched their debut collections at the Shanghai Fashion Week Autumn/Winter 2025edition.. This move highlights China's burgeoning ‘debut economy,’ where new product launches and brand introductions drive consumer spending.
Running March 25-April 1, 2025, the ‘Innovascape’ themed week featured nearly 100 runway shows and showcased approximately 1,000 brands. African designers displayed their unique creations, emphasizing handmade weaving, natural dyeing, and sustainable practices.
Hannah Ryder, CEO, Development Reimagined, facilitated this unprecedented group debut, bringing designers from 12 African nations to connect with global buyers at the MODE trade exhibition. He emphasized on the readiness of African brands to enter the Chinese market with their creativity and sustainable practices.
A global fashion hub, Shanghai Fashion Week provided an ideal platform for African designers to network and expand their reach across Asia, including Southeast Asia, Japan, and South Korea. Contrary to common perceptions, African fashion showcases diverse design languages, transcending vibrant patterns.
Brands like South Africa-based Molebatsi, co-founded by Jessica Jane and Wandile Molebatsi, showcased fusion designs. It blended Chinese-style buckles and Hanfu-inspired cuffs with African geometric patterns and South African tribal motifs. Jane's inspiration stemmed from a trip to China, where she was captivated by traditional Chinese clothing.
Highlighting the potential for mutually beneficial collaborations, Molebatsi remarked, China offers immense opportunities for African designer. A newcomer to the Chinese market, secured buyer interest and initiated market entry planning.
Phuti Tsipa, Consul General of South Africa in Shanghai, emphasized the significance of this debut, envisioning African brands as mainstream players in the global fashion industry. Raphael Deray, a buyer from Printemps in Paris, highlighted Shanghai's potential as a fashion hub.
Tong Jisheng, Director-Organizing Committee, Shanghai Fashion Week, highlighted the event's role in amplifying innovative fashion and fostering global brand engagement.
The ‘debut economy’ is a key driver of Chinese consumption, and Shanghai is actively supporting it. Liu Min, Deputy Director, Shanghai Municipal Commission of Commerce, outlined policies to streamline customs, provide financial incentives, and encourage long-term brand presence in the city.
