Another post-Covid record for Chic, China International Fair, which in its latest edition, the spring one, saw 165,000 visitors arrive at the NECC. More than 1,175 exhibitors for a show that showed great vitality, both in the aisles and among the stands, some of which were real showrooms with fashion shows and events followed by a public ready to immortalise everything with smartphones. The focus of Chic was ‘New brands, new channels, new aesthetics’, a reference to the structural changes in the Chinese fashion industry. An aesthetic redesign that was also reflected in the layout of the pavilions and in the fervent activity, especially during the first two days of the show.
Chic marzo 2025
The spherical, stylised and unstylised ‘little ghosts’ (pictured opposite) welcomed visitors as a metaphor for the social dynamics of Generation Z and as visual symbols of connection, community and individuality. ‘Chic is much more than a trade fair: it is the central hub of the fashion industry in Asia. The record number of visitors this year confirms the dynamism of the Chinese market and its importance for international brands. The close integration of offline and online retailing and the focus on innovation and sustainability make Chic an indispensable platform for the future of the global fashion industry,’ said Chen Dapeng, Vice Chairman of the China National Textile Council and President of the China National Garment Association and Chic, who also addressed many other issues in a meeting with the international press, from the negative impact, also from an image point of view for Chinese fashion, of overly aggressive or unethical online sales platforms to the possible repercussions in China of US duties.
‘The fair always has value,’ he said, ‘because there is a need to look each other in the eye. That is why we also took our brands abroad, to Italy and France, to promote them and at the same time to make foreign brands understand that they must and can come to China. Everything is changing fast, digital is increasing our efficiency. The Chinese market is changing; before, foreign luxury brands were very popular, even and above all Italian, but now the quality of our designers has grown and the perception of beauty has changed, not only because of the lower price. Young people have moved to Chinese brands”.
Collaborations with other trade fairs realities remain strong: “We have worked with Igedo and Pitti Immagine,” concludes Chic’s president, “and here we are alongside Messe Frankfurt because Germany is the pioneer of trade fairs”.
