10 BRANDS EVERYONE SHOULD KNOW FROM SHANGHAI FASHION WEEK

words by DEBORAH DRENOFCI

Shanghai Fashion Week brought together more than 1,000 brands over nine days. It was a week that pushed Chinese craftsmanship and Shanghai’s emerging fashion scene onto the global stage. If I had to describe its energy, one pattern stood out: the contemporary, presented in a fairy-like way. It was truly impressive how many brands held nostalgia, the present and the future all floating in the same space. Another highlight was a seamless blend of femininity and masculinity that felt effortless and open. Romance ran through the collections. Out of many wonderful, innovative brands, ten caught our eye.

STAFFONLY

images courtesy of STAFFONLY

STAFFONLY is making us go to the office with a pop of colour, and the promise of a drink after. A perfect mix of soft and bold colours signals both the grounding one needs from an office uniform and the excitement of drinks after the shift ends.

Striped polos and ties ran through the collection, alongside oversized leather outerwear, wide trousers and denim jorts. Thick-rimmed glasses and flashes of coloured socks kept things playful. Jackets came off and hung over the arm, as if the working day had just ended. Workwear, loosened just enough to clock out in style.

J RUREMINDS

images courtesy of J RUREMINDS

J RUREMINDS came forward with a more muted palette: cream, burnt orange, sand beige and ivory. In this simplicity lies the beauty of the collection. It almost seemed to draw inspiration from Renaissance court dress, with silky blouses, ruffled cuffs and structured tailored suits that still felt light and fluid on the body.

One dress paired a corset-like bodice with a frayed fringe trim at the waist, soft and slightly wild. It was as if fairies had come to the runway and J RUREMINDS simply had to dress them for the day.

CHUNDIE ZHU

images courtesy of CHUNDIE ZHU

CHUNDIE ZHU brought together asymmetrical cuts and flowy, lightly draped silhouettes. Lace, ruffles and tiered layers came in soft shades of ivory and blush, finished with chunky gold necklaces and dark sunglasses.

The collection placed the light and the dark sides of femininity side by side. Romantic, delicate pieces met harder edges, like a ruffled strapless top worn with ripped jeans. Neither cancelled the other out. Sweet and tough, here, simply shared the same look.

SEVENLONG

images courtesy of SEVENLONG

SEVENLONG brought Chinese tradition into the garment. The energy felt almost mystical, like a warrior getting ready for battle. Draped robes, wrapped layers and wide trousers moved loosely on the body, while hanging talismans, feathers and calligraphy-like markings on the skin added a ritual touch. The show closed with a performance rooted in Eastern tradition, which completed the story and made the whole collection feel less like a runway and more like a ceremony.

PRONOUNCE

images courtesy of PRONOUNCE

Named Through Her Eyes, PRONOUNCE’s SS27 collection reimagined Eastern heritage through modern silhouettes. It showed mastery not only in colour combinations but also in texture. Subtle yet detailed, the collection played with layering, especially in tonal looks: grey on grey, plum on plum, matte fabrics set against shiny ones. Even the brighter pieces, like a mustard jacket or a flash of pink satin, stayed quiet and controlled.

WMWM

images courtesy of WMWM

WMWM’s SS27 collection, Tide Ashore, carried a nostalgic romanticism, like a summer holiday remembered through a soft filter. A stuffed marlin on the wall, flip-flops and straw bags set the scene. Pastel knits, crochet bikinis and floral embroidery felt sun-faded in the best way, while peach shorts and mint socks kept the palette sweet. Let’s take a moment to appreciate the makeup too: flower tattoos on the lips and blush shaped like petals. Small details, yet they made the whole look bloom.

EVVLY

images courtesy of EVVLY

EVVLY turned pompoms into its playful signature, scattered across fluffy knits and piled onto headpieces like candy. Broderie anglaise, gingham, stripes and tulle brought a sweet, almost childlike energy, styled with denim minis and newsboy caps. Then the mood shifted. Glossy black and midnight satin looks walked the same runway, darker and more mysterious, finished with sculptural silver jewellery. Once again, lightness and darkness met halfway. Rather than competing, the two sides gave each other depth, and the collection was richer for it.

UTO

images courtesy of UTO

UTO took athletic wear, from cycling to skiing, and launched it into a sexy, futuristic space. Quite literally, as models walked past orbiting rings and floating moons. Second-skin base layers, cycling shorts and utility vests met goggles, bandanas and fluffy leg warmers that could have come straight off the slopes. Bright lime, orange and lilac kept the energy high. The result is sportswear that works on the mountain and after it. You could go skiing in style, then wear the same look to a fun night out.

MARKGONG

images courtesy of MARKGONG

MARKGONG gave the pastel palette an attitude. Baby blue, butter yellow and blush pink appeared in satin shorts, sequinned camisoles and a ruffled high-low skirt trailing behind like a soft wave. Very feminine, very delicate. Yet the styling refused to be only sweet. Feathered shoulder pieces, tinted sunglasses and slouchy beanies gave every look an edge, and that contrast is what made everything pop. The collection proved that softness, when worn with confidence, can be the boldest choice in the room.

SHUSHU/TONG

images courtesy of DAILYFASHION_NEWS

Darling Melancholy. This was the name of SHUSHU/TONG’s SS27 collection, inspired by Jacques Demy’s film The Umbrellas of Cherbourg. As the title suggests, behind the youthful, bright colours of happiness lies an accompanying melancholy. The collection beautifully underlines the idea that emotions need not be labelled by colour. Instead, they coexist in the bright and the dark.

Let’s take a moment to appreciate the hair and the statement headbands. Retro motifs appeared in polka dots and playful design, alongside sporty windbreaker touches. Ruffled hems, stiff draped short dresses and semi-transparent layers offered a romantic take on activewear, proof that lightness and heaviness can live together.