Trade relations between France and China are highly favorable for menswear brands. In fact, China is already the largest export market outside Europe for French menswear brands. Driven by a demographic of young, urban, and influential male consumers – who are particularly receptive to brands with a strong identity – promising opportunities are emerging for labels from up-and-coming designers.
PROMAS, which supports emerging French brands, has decided to continue and expand its initiatives in China, following the positive reception these brands experienced during their two seasonal appearances at Shanghai Fashion Week.
Shanghai / Chengdu: Creative Fashion in China.
These two cities account for 40% of national sales for independent designers.
-> Shanghai, China's fashion capital, is home to over 180 premium concept stores - including Labelhood, LMDS, Assemblée by Réel, The Balancing, and Dong Lian.
-> Chengdu, now China's third-largest fashion market by volume, is seeing 18% annual growth in the creative menswear segment.
Shanghai and Chengdu provide access to more than 60 active fashion media outlets (such as NSS China, Hypebeast CN, Nowre, and Yoho!). The two cities also host the country's most influential design studios - including Labelhood Studio, Red Studio, SND Creative Lab, and Bearboom.
Promas announces that this strategic focus and support will continue in 2027, featuring a new selection of brands.
2027 Edition: China > Heading to Shanghai – Chengdu
Deadline for applications: NOVEMBER 20, 2026
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