China Wave returns at the 109th edition of Pitti Uomo, from January 13 to 16, 2026, in Florence, to showcase China’s independent fashion design scene, bringing Chinese aesthetics and brand identity to the global stage.

Since the debut of the Chinese pavilion at Pitti Uomo 106, China Wave has established itself as an exclusive cooperation between the China Apparel Association and Pitti Uomo. More than a visibility platform, it marks a decisive transition: from pure product export towards the international export of brands, design culture, and creative authorship.

Under the central theme “Movement,” the 109th edition of Pitti Uomo brings together over 700 international brands, creating a setting where tradition meets avant-garde expression. China Wave utilizes this stage to showcase the diversity of contemporary Chinese design, ranging from progressive fashion and refined craftsmanship to artistically interpreted accessories. At Costruzioni Lorenesi in the Fortezza da Basso, eight brands will present their collections across 150 square meters, including Septwolves, Swöfcare, Joewithlol, Wu Rang, A. New Studio, Times Infinity, Zivgrey, and Amano.

As one of China’s leading fashion labels in the menswear segment, Septwolves has a particular strength in jackets and urban business-casual fashion. Founded in 2005 by Jason Chang in New Zealand, Swöfcare merges contemporary hat-making with a clear life philosophy, inspired by essential elements such as sunshine, water, and oxygen.

Joewithlol translates artistic concepts and contemporary interpretations of Chinese elements into smart casual menswear. Wu Rang treats Chinese culture as its design DNA, transforming contemporary fashion into a cultural dialogue enriched with Chinese heritage. Spanning minimalist leisurewear to urban outdoor aesthetics, A. New Studio offers menswear and unisex apparel that responds to evolving social dynamics.

Named after a mathematical formula, Times Infinity designs fashion without fixed collections, where each piece emerges from spontaneous cultural, artistic, or everyday encounters. Founded in 2015, the accessories label Zivgrey blends natural forms with urban geometry; jewellery crafted from silver, gold, pearls, and gemstones becomes sculptural objects, transforming fleeting beauty into lasting expressions.

Founded in 2017, Amano is a designer label focused on artisanal jewellery craftsmanship. The name, Italian for “made by hand”, reflects the brand’s philosophy of weaving warmth and life into irregular structures.

China Wave increasingly serves as a bridge between Chinese design culture and global markets. The initiative strengthens access to international distribution channels, enhances professional recognition, and positions Chinese brands as cultural creators with distinct creative identities. In doing so, it contributes to a new narrative, China not as a manufacturing base, but as a source of forward-looking fashion concepts.


China Wave:
January 13-16, 2026
Pitti Uomo @ Costruzioni Lorenesi
Fortezza da Basso, Florence

> CHIC Shanghai
Next Dates: March 11-13, 2026
National Convention & Exhibition Center, Shanghai

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Bianka Töpper > info@jandali.biz