Shanghai is rapidly emerging as a global stage for brand debuts, setting the pace for international labels eager to tap into China's dynamic consumer market. From punk aesthetics to French street culture, the city is seeing a surge in first shows, stores, and exhibitions, solidifying its status as a launchpad for global innovation in fashion and retail.

Iconic British fashion label Vivienne Westwood, known for its rebellious punk spirit, unveiled the Vivienne Westwood & Jewellery exhibition at Taikoo Li Qiantan on July 29. This is the brand's first major jewelry-focused showcase in Asia, featuring pieces spanning nearly four decades. The immersive exhibition combines fashion, archival materials, sound, and visuals to portray the brand's eclectic, sustainable, and historically inspired design language.

Meanwhile, French-founded sportswear brand Salomon has launched its China-first concept store "Fu Jun" on Anfu Road. Inspired by its flagship in Paris's Marais district, the space blends retail with art and community culture. Set in a century-old French-style villa, the store includes interactive displays, limited-edition drops, and local art collaborations, presenting Salomon's outdoor lifestyle through a Shanghai perspective.

These launches reflect Shanghai's growing appeal for global brands seeking deeper cultural connection and creative resonance with Chinese consumers. According to city data, Shanghai welcomed 365 new first stores between January and May 2025, including 10 global or Asian firsts and 62 national debuts.

This momentum is driven by the city's "First in Shanghai 3.0" policy, offering incentives and support for inaugural events. As global brands recognize the power of cultural dialogue and experiential retail, Shanghai continues to rise as the epicenter of the world's first-launch economy.

If you go:

Vivienne Westwood & Jewellery exhibition

Dates: Through Aug 31

Hours: Mon – Fri, 11 am – 9 pm; Sat – Sun, 11 am – 10 pm

Location: Taikoo Li Qiantan Stone Zone, L1 Floor S-L1-28, Pudong New Area

Salomon concept store "Fu Jun"

Hours: 10 am – 10 pm daily

Location: No 183, 185, 187 Anfu Road, Xuhui district

Source: Shanghai Observer