On June 23, the opening ceremony of the 2026 Global New Product Launch Season – Shanghai Fashion Customization Week was held at M+ Xingfuli, showcasing the city's “Shanghai Style” brand and highlighting new consumer trends driven by the “happiness economy.”Among those attending were Liu Ping, deputy secretary of the CPC Changning District Committee and district mayor, and Liu Min, deputy director and first-level inspector of the Shanghai Municipal Commission of Commerce.

Building fashion customization on Shanghai's brand and consumer strengths

The “Shanghai Style" brand was unveiled in March alongside an upgraded "First in Shanghai" 4.0 policy package, as part of the city's efforts to strengthen its global identity.

Building on the "Shanghai Style" brand, Shanghai Fashion Customization Week drew on Changning's focus on the “happiness economy.” Centered on bespoke design, craftsmanship and experience-led consumption, the event highlighted fashion and lifestyle through runway debuts, themed exhibitions and immersive experiences. It aimed to stimulate demand for customized products and services while creating new consumer experiences that blended the city's distinctive fashion style, traditional Chinese craftsmanship and the warmth of urban life, supporting Shanghai's efforts to boost consumer spending and accelerate industrial upgrading.

The "Shanghai Style" brand reflects growing demand for high-quality, personalized and distinctive consumer experiences. To support its development, Shanghai has introduced a series of implementation plans and incentive policies, bringing together resources in fashion design, traditional craftsmanship, high-end manufacturing, cultural tourism and retail. The initiative aims to make bespoke products and services more accessible, expanding customization beyond a niche luxury market to a broader consumer base.

At the start of the 15th Five-Year Plan period, Changning launched its three-year “Fashion Changning, Enjoy Consumption“ action plan. Building on the district's strengths in fashion and creative industries and more than 200 consumer brands, the plan promotes closer collaboration between industry and commerce. With guochao, or Chinese-chic fashion, as a key growth area, Changning is developing six major consumer categories — fashion apparel, beauty and skincare, fast-moving consumer goods, food and beverages, functional foods and smart consumer products — to foster new trends in customized consumption and support Shanghai's ambition to become an international consumption center.

As one of the flagship events of the Global New Product Launch Season and the Double Five Shopping Festival, Shanghai Fashion Customization Week has become an important platform for showcasing new products, launching brands and bringing together emerging consumer trends. It has helped enrich Shanghai's first-launch and customization economies while creating more lifestyle-oriented, personalized consumer experiences across the city.

Growing the ‘happiness economy,’ creating distinctive customized consumer experiences

The event was held at M+ Xingfuli, underscoring the venue's role in Changning's efforts to develop its “happiness economy.” Since the district's marriage registration center relocated to 50 Xingfu Rd on New Year's Day 2026, the area has evolved into a destination that combines wedding services with a vibrant neighborhood atmosphere. As part of its broader Happiness District initiative, Changning has been developing new consumer experiences centered on quality of life and immersive urban living.During this year's Double Five Shopping Festival, the district launched the Changning Happiness Passport, a guide combining walking routes, special offers and themed check-in locations. The initiative connects a range of retail, cultural and lifestyle destinations while encouraging spending in areas such as weddings, premium lifestyles and cultural tourism, supporting the integrated development of culture, commerce, tourism, sports, exhibitions and green industries.

Another highlight was the reopening of Fooknock department store at M+ Xingfuli following a major upgrade. Through renovated spaces, new retail concepts and a curated mix of brands, the venue has been reimagined as a destination for showcasing, experiencing and shopping for products and services centered on the theme of happiness.

The event also premiered a promotional film featuring Changning's fashion customization industry, presenting customization not only as a consumer service but also as a reflection of the district's industrial strengths, craftsmanship, cultural heritage and urban identity.

Representatives from four brands in Changning's Xinhua–Happiness Economy business district — Shanghai Garment Group, the Changning Marriage Registration Center, Haiyan Logistics and Fooknock — shared how they are developing customized products and services around the theme of happiness. Zhang Xiaoxuan, founder of Shanghai-style luxury porcelain brand Dayun Meici, and Xu Yan, founder of lifestyle photography brand Musee Foto, also discussed how customization is becoming an increasingly popular way for consumers to embrace fashion inspired by contemporary Chinese style.

Shanghai Fashion Customization Week featured a three-day program combining runway shows and exhibitions to create an immersive fashion experience, with highlights unfolding throughout the event.The main runway was set in a purpose-built outdoor venue at M+ Xingfuli, creating an open-air and immersive setting for the fashion releases. On June 23, the opening "Road to Happiness" runway show brought together leading local fashion customization brands GRACE CHEN, MEJJY and Amy Chu, showcasing their interpretations of modern lifestyles through fashion. On June 24 and 25, MEJJY and Amy Chu each staged dedicated runway presentations, spotlighting bespoke business wear and contemporary Chinese-inspired fashion, respectively, while reflecting the diversity and craftsmanship of the “Shanghai Style” brand.

Alongside the runway shows, a themed exhibition showcased a curated selection of brands representing traditional craftsmanship, local creativity and contemporary innovation, creating a one-stop destination for customized lifestyle experiences.Shanghai Garment Group presented its DaDi and T&A brands, reimagining traditional Chinese wedding customs and Eastern aesthetics through immersive digital displays and naked-eye 3D technology. Dayun Meici showcased its Shanghai-style luxury porcelain collection, combining traditional high-fired porcelain craftsmanship with contemporary lifestyle design. MEJJY presented bespoke business apparel tailored to the needs of urban professionals, showcasing the “Shanghai Style” brand's commitment to refined, high-quality service. Panini exhibited premium artistic scarves inspired by traditional Chinese motifs and produced in collaboration with artisans and artists using intangible cultural heritage techniques. Amy Chu featured contemporary Chinese womenswear, traditional wedding attire and Tang-style menswear, blending heritage craftsmanship with modern aesthetics to bring Chinese-inspired customization to a wider audience.

Strengthening industry-retail integration, unlocking new consumer growth

Shanghai Fashion Customization Week not only brought the “Shanghai Style” brand to life but also marked a further step in upgrading Changning's “happiness economy” and distinctive neighborhood economy. The event combined industrial development, fashion and consumer experiences to showcase the district's unique strengths.

Drawing on the resources of Changning's Happiness District, the event used customized consumption as a common thread to connect weddings, cultural tourism, retail, lifestyle and fashion. In doing so, it further enriched the district's “happiness economy,” revitalized neighborhood businesses and strengthened Changning's appeal as a distinctive consumer destination. It also aimed to attract more visitors, boost consumer activity and support the district's transition from traffic-driven growth to higher-quality consumption.

The Shanghai International Fashion Federation said: "Since its founding, the federation has remained committed to bringing together industry players, creating platforms for exchange and showcasing the craftsmanship and aesthetics of Shanghai-style fashion. As Shanghai's new city brand, '“Shanghai Style”' is helping shape new trends in high-quality consumption. Shanghai Fashion Customization Week connects designers, brands, venues and consumers, bringing together outstanding local customization brands, traditional craftsmanship and the growing influence of guochao to make bespoke fashion more accessible and inject new vitality into Shanghai-style customization."

Looking ahead, Changning will continue to develop its “happiness economy,” further enhancing destinations such as Xingfu Road, M+ Xingfuli and Fooknock, while making fashion customization, cultural tourism experiences and themed consumer events regular features of the district. It will also continue to strengthen the “Shanghai Style” brand by promoting deeper integration between the customization industry and the fashion, cultural tourism, wedding and lifestyle sectors, unlocking the contemporary market potential of traditional craftsmanship and introducing new customized products, brands and consumer experiences. Through these efforts, Changning aims to further raise the profile of the “Shanghai Style” brand while contributing to Shanghai's high-quality consumer growth and industrial upgrading.

The event was jointly organized by the Changning District Commission of Commerce and the Shanghai International Fashion Federation, under the guidance of the Shanghai Municipal Commission of Commerce and the Changning District Government, with support from the Changning District Civil Affairs Bureau and the Xinhua Road Subdistrict Office. Zhao Yongzun, deputy district mayor, as well as representatives from relevant district departments and local fashion customization companies, attended the event.