With over 650 exhibitors showcasing their products across 60,000 sq m, the China International Fashion Fair (CHIC) Autumn 2025, consolidated its position as Asia’s premier fashion trade show. The fair was held from September 2-4, 2025 and attracted more than 60,000 visitors. The event served as a critical platform for business, innovation, and networking.
Based on the theme, ‘New Intelligence, New Products, New Scenes,’ the trade fair highlighted the Chinese apparel industry's shift toward technology, sustainability, and sophisticated supply chains. The ‘Autumn Picnic’ metaphor set a relaxed, welcoming tone, fostering a sense of community and collaboration that blended business with creativity.
According to Chen Dapeng, President, China National Garment Association, more than just an exhibition; CHIC is a strategic hub where the future of the fashion economy is shaped. The event provides international brands with essential access to partners, distribution channels, and market opportunities in China, he asserted
Showcasing industry innovation and trends
The fair's exhibitors presented a comprehensive view of the industry, from intelligent manufacturing and digital supply chain solutions to production processes aligned with ESG (environmental, social, governance) criteria. Over 100,000 product variants, or SKUs, were on display, ranging from outdoor and streetwear to avant-garde designer collections.
A major highlight was the global recognition of Chinese designer labels. Brands that had previously shown at prestigious international events like Pitti Uomo in Florence showcased their collections, demonstrating that Chinese design is now a major force on the international stage. Labels such as May D. Wang exemplified a new creative generation that blends traditional craftsmanship with innovative concepts and cultural identity.
Other key trends included the growth of lifestyle-oriented apparel and sportswear from market leaders like Zhangzhen Jeans and Muye Zhanfang. The ‘Guo Feng’ or national style, a prominent expression of cultural pride among younger generations, was also well-represented by brands such as Shang Jiu Kai and Jixiang Yijia. Technological innovations were a major draw, with companies like PSAI and Feiliu Tech presenting smart production equipment, 3D printing, and AI solutions that highlight the industry's digital edge.
A gateway for international brands
CHIC Autumn 2025 underscored China's evolution from a manufacturing hub to a global innovation leader, creating unique opportunities for international brands. Authenticity and quality, particularly for products ‘Made in Europe,’ remain highly valued. A strong digital presence on platforms like Tmall, JD.com, and Douyin is now considered essential for market success. The fair also emphasized the importance of agile supply chains, flexible production, and cultural sensitivity to strengthen brand acceptance.
Despite a decline in international exhibitors since the pandemic, CHIC remains a vital bridge for global companies. Italian delegations with brands like Franco Giazzi and Cinzia Caldi, as well as German brand Studio Ayasse, expressed unanimous satisfaction with the event.
The fair attracted 60,977 professional visitors from 83 countries, with a significant majority from within China. The visitor list included global retail giants like Shein and Galeries Lafayette, leading Chinese brands like JNBY and Ellassay, and major e-commerce platforms such as Tmall and Taobao.
Sustainability and innovation at the forefront
Sustainability was a central theme at CHIC, with a dedicated Sustainable Innovation Zone and the 2025 Circular Stewardship Fashion Conference. The event brought together experts from organizations like the National Development and Reform Commission and the Delegation of the European Union to discuss building a closed-loop textile industry and implementing ESG best practices.
