Putuo district kicked off its debut economy-themed retail campaign on July 4, as part of the ongoing Shanghai Summer International Consumption Season.

The season began with the showcase of a new collection of local womenswear brand HPLY and a trade show at the PUSH Art Center in Push Plaza.

Combining a runway presentation with an installation-style fashion exhibition, the event offered guests a curated experience in the warm air of an early summer evening.

HPLY's latest collection presents designs that balance refinement and playfulness, tailored for daily wear and distinguished by deliberate contrasts in cuts and style.

The brand seeks to promote a vision of beauty that resists labels and creates diversity, coupled with a lifestyle marked by confidence and vitality.

By unveiling the collection during the city's broader summer retail campaign, HPLY aims to deepen its appeal among younger consumers and strengthen its market position.

The launch drew over 300 attendees, including major clients and retail partners. Spring order volumes are projected to surpass 200 million yuan (about $27.85 million).

To sustain momentum and reinforce Putuo's presence with the citywide campaign, additional first-release events will continue through September, highlighting the district's growing commercial appeal.

Source: Official WeChat account of Shanghai Putuo Media Center at "shputuo"