A growing number of emerging Chinese fashion brands, many with strong ties to Shanghai, are gaining popularity among overseas consumers, as their distinctive designs, clear brand positioning, and excellent value for money attract increasing numbers of international visitors.

Brands such as Songmont, Wangxiaoben and Muva have seen their appeal expand beyond niche domestic circles, drawing increasing attention from overseas tourists visiting China.

Among them is Pane, a Shanghai-based footwear brand whose two stores in the city now see foreign consumers account for about 35 percent of sales.

Wangxiaoben, a Hangzhou-based homewear brand, has also opened several stores in Shanghai, where overseas tourists account for around 30 percent of sales.

On Anfu Road in Xuhui district, Shanghai designer brand Short Sentence has seen a significant rise in international customers this year compared with last year.

"As China becomes more open, foreign tourists' understanding of the country is also deepening," said Guan Lin, founder of Short Sentence. "They increasingly prefer to explore alleys and small shops like locals, experiencing Shanghai's daily life and local culture."

Guan said that when visitors connect with a city's aesthetics and lifestyle, they naturally want to take home something that carries those memories, making local brands a natural choice.

Behind the growing success of these Chinese brands is Shanghai’s dynamic consumer market and supportive business ecosystem.

As the first stop in China for many overseas visitors, Shanghai continues to inject fresh momentum into local consumption. At the same time, its abundant business opportunities attract creative talent from across the country, providing fertile ground for fashion brands to flourish.

Guan said Short Sentence aims to become an internationally recognized brand, a goal shared by many of China's emerging fashion labels.

Source: Jiefang Daily