A labor and skills competition for Shanghai's customization industry began on Aug 28.

The contest follows a municipal plan issued in March to build the "Shanghai Style" brand within two to three years, starting with pilot programs in apparel, jewelry, and watch customization to boost spending by consumers from outside Shanghai and enhance the city's soft power.

The contest features three competition tracks: garment, jewelry and watch, and fashion accessories.

The garment track tests tailoring, fabric selection, and pattern-making skills while encouraging the use of digital tools such as 3D body measurement and AI-assisted design.

The jewelry and watch track covers gemstone setting and watchmaking, including the use of blockchain for traceability.

The fashion accessories track focuses on Shanghai-style qipao, neo-Chinese ornaments, scarves, and bags, incorporating innovations in traditional crafts, such as frog-button making and embroidery.

Preliminary rounds have been completed, with semifinals running from August to September and the finals scheduled for October.

Based on live demonstrations, project presentations, and immersive consumer experiences, a judging panel comprising industry experts, company representatives, academics, and consumers will evaluate entries on craftsmanship, innovation, market value, cultural resonance, and presentation.

Winners will be added to the city's talent pool for "Shanghai Style" artisans and receive priority consideration for the title of "Shanghai craftsman", an honor recognizing the city's outstanding skilled workers.

The Shanghai Federation of Trade Unions, Shanghai Municipal Commission of Commerce, and Shanghai Intellectual Property Administration will help turn winning works into marketable products. A new alliance bringing together model workers and artisans will also offer public welfare services to micro, small and medium-sized enterprises in the custom-making sector, helping cultivate talent and improve product quality.

At the contest's launch ceremony, more than 30 companies participating in the "Shanghai Style" initiative set up exhibition booths, and over 50 skilled workers demonstrated their crafts.

Huangpu district, a historic hub for Shanghai-style customization, will channel policy support toward artisan training, with leading companies including Hengyuanxiang Group, Shanghai Watch Industry Co Ltd, Laofengxiang, and Yuyuan Jewelry & Fashion Group hosting their own skills contests.

New consumer initiatives include a dedicated "Shanghai Style" section on the Amap navigation app for domestic and international visitors, a partnership with the HiChina travel platform to promote the brand to inbound tourists, and Greenland Group's global customization center on the Bund.

The Shanghai Commercial Enterprise Management Association, Shanghai Garment Headwear and Shoes Commercial Association, and Shanghai Jewelry Design Association also released service standards for custom apparel, jewelry, and watches, marking a step toward more standardized quality and service.

Source: Shanghai Observer