China Wave, the premiere of the exclusive cooperation between Pitti Uomo and Chic, China International Fashion Fair at Pitti Uomo held from June 11 to 14, 2024 in Florence, concluded successfully. Emerging designers from China including Valleyouth, KB Hong By K-Boxing, Raxxy, Jdv, Fenggy, Blackhead, Keyone By Hattershub, and Typetail captured the interest of buyers and sales partners from all over the world. Buyers, fashionistas, and media representatives were attracted by the exclusive and extraordinary collections presented at the Costruzioni Lorenesi in the Fortezza da Basso, alike by design expertise, creativity, and product quality.

In a relaxed atmosphere, the organizers hosted a cocktail reception on the first day of the fair to mark the opening of the pavilion. Chen Dapeng, vice president of the China National Textile and Apparel Council and president of the China National Garment Association, confirmed the successful start of the association's international program with the presentation at Pitti Uomo 106 and thanked the trade fair organizers for their support. Raffaelo Napoleone, Pitti Immagine ceo, welcomed the first-time cooperation between the international platforms Pitti Immagine Uomo and Chic, which is planned for the long term, as an "excellent model for international cooperation".

The combination of contemporary styles with traditional Chinese elements, as seen in the collections of KB Hong by By K-Boxing, Jdv, and Valleyouth, among others, attracted international audiences from Italy, Germany, France, Great Britain, Spain, Saudi Arabia, the United Arab Emirates, the USA, Mexico, Canada, Australia and many more. The appearance of the famous Chinese actor and singer Ayunga as a testimonial for the new KB Hong by By K- Boxing collection at Pitti Uomo attracted particular attention.

Of the 15,000 international visitors to Pitti Uomo 106, buyers from all over the world showed interest in the looks and distribution of the Chinese designer brands, including Harvey Nichols from London, Ramon Addazi Gouveia from Singapore, Simons from Canada, Cercle du Commerce from France, Nikkei Japan, Nozomi Sato from Tokyo, Apparel Group Dubai and LPP from Poland, etc. and have already placed orders.

Further stops of the "2024 China National Garment Association Overseas Programme" are Who's Next in Paris (Sept. 08 - 10) and TheOne Milano in Milan in September.