H&M teamed with Shanghai Fashion Week to launch Chinese Designer collab

Collaborations with Angel Chen and Pronounce on region-exclusive capsules followed

H&M, the Swedish fast-fashion giant, has announced its renewed engagement with China’s local creative community through an extensive partnership with Shanghai Fashion Week. In a recent development, the brand revealed plans to launch a collaboration collection with a Chinese fashion designer, supported by Shanghai Fashion Week, slated for release this fall. During the recent fall 2024 edition of Shanghai Fashion Week, Saed El-Achkar, regional manager of Greater China at H&M, and his team were reportedly present at various shows, including those of Louis Shengtao Chen, Xander Zhou, and Shushu/Tong. They held preliminary discussions with potential candidates, with an official announcement expected in early summer. H&M has a history of engaging with local fashion creatives in China, dating back to 2015, when Ximon Lee won the H&M Design Award. The brand organized a notable launch event in Shanghai for the capsule collection.

However, the brand’s interactions with the local fashion industry were temporarily halted following its involvement in the Xinjiang cotton controversy in 2021. In response, H&M declared its decision to cease the use of cotton in the region, leading to a temporary blockage of major Chinese e-commerce platforms. Since then, H&M has reaffirmed its enduring commitment to China and has made concerted efforts to mend its relationship with the local market. Notably, the company has been actively participating in the China International Import Expo since 2021.