On October 11, 2025, the 20th edition of the LABELHOOD Pioneer Fashion & Arts Festival opened on the banks of the Suzhou River at Suhe Haus and OCT Suhewan. This season, the theme is “LABELHOOD · Suzhou River.”
Ten years ago, Labelhood was launched at the heart of Shanghai Fashion Week, serving as a “bridge” to encourage and support young Chinese designers to tell Eastern stories through fashion and creativity. Today, Labelhood is no longer just a fashion show; it is a multidimensional hub blending urban space, lifestyle, and local culture.
For its 20th season, Labelhood is collaborating with A Magazine Curated By to present "A Culture of Convergence": a two-part exhibition organized by A Magazine Curated By:
- "A Magazine Curated By: 25 Years of Curation and Creation", which showcases some of the magazine's content and key designers in Shanghai.
- "Labelhood: 20 Seasons of Community Culture Along the Suzhou River", in a dedicated space, 24 Chinese designers present a selection of their work.
At the milestone of Labelhood 20th season, joins hands with its thematic partner NIKE to present the campaign “LABELHOOD · Suzhou River”, photographed by Zhang Jiacheng.
For Labelhood:’s 10th season, Zhang captured “LABELHOOD · Yellow River”, using Suzhou, China’s mother river as a narrative anchor to portray the rise and vitality of a new generation of design voices. The Yellow River symbolized both cultural roots and fertile soil, as well as the surging origin of Chinese design.
Also for the 20th season, Labelhood turns its lens to the Suzhou River. With 1990s Shanghai as the narrative backdrop, Zhang traces the early pulse of local creativity and emerging trends, into imagery that extends the journey “from Yellow River to Suzhou River”: one symbolizing beginnings, the other growth.
A decade of growth, 20 seasons of accumulation. In ten years and twenty seasons, Labelhood has brought together and propelled countless young designers, who have flourished beyond the runways to form a unique cultural fabric.
This season's Fashion Show features Fordare, Camey Liu, Oude Waag, Zita Tan, Ao Yes, Yirantian, Cello Sonata, Jaralzhang, Yayi, Markgong, Shushu/Tong, and other pioneering brands. At the same time, Douyin presents its SS 2026 "New Birth" fashion show. The finals of the 2025 YOUTOPIA Fashion Unit competition will also take place on the runway, with eight fashion finalists competing under the theme "New Wave.”
The POP-UP district extends fashion into lifestyle, offering immersive customer experiences. Firefly unveils a co-branded Cello Sonata car, combining fashion and mobility. Casetify presents installations combining bamboo and metal, reflecting the harmony between nature and technology. Brands such as Xiang, Yan Yan, Floating Leaves and Genuine have created immersive environments showcasing everyday objects.
20th LABELHOOD Pioneer Fashion & Arts Festival
October 11 - 16, 2025
Suhe Haus - 30 Wen'an Road, Suzhou Creek, Jing'an District
> Labelhood Instagram
PR Contact: Hilda Chen > E-mail
