The majestic China took to the catwalk at Milan Fashion Week. We delved into Kavon, Nexy.Co, and Chlosio, stars of the first edition of the event organized in partnership with the National Chamber of Italian Fashion.

Beyond the Silk Road, a new bridge connects the Futian district in the Chinese city of Shenzhen with Milan Fashion Week. Named the Shenzhen Futian Fashion Event, it’s a fresh format that debuted during the recently concluded edition of Milan Fashion Week. A collective runway show introduced the collections of three must-know Chinese brands: Nexy.Co, Kavon, and Chlosio.
Three fashion brands, each with its own creative vision, reflecting the cultural DNA of a fascinating country with a millennia-old culture: China, which no longer seems so distant. The event – held last Friday, 23 February 2024, at the Royal Palace of Milan – was promoted by the Shenzhen Municipal Futian District People’s Government and organized by the Shenzhen Fashion Design Association, under the program of the International Fashion Strategy Committee of the Shenzhen Municipal Futian District People’s Government, and in partnership with the National Chamber of Italian Fashion.

“We aimed to present three Chinese brands from the Futian district in Shenzhen city in different ways,” explains Stefano Mologni, Brand Ambassador for Montenapoleone District and Chairman of the Italy China Council Foundation, backstage. “The project is supported by the Futian district, known in China for technology and manufacturing. Currently, Chinese fashion is not yet so strong in terms of branding, hence Shenzhen chose to present itself here, at Milan Fashion Week, with different designers each conveying unique messages.” Messages that traverse a deep understanding of Chinese culture and thus showcased to the Milan audience what the Chinese market identifies as the so-called guócháo 国潮 trend: literally “national trend” and metaphorically the use of characteristics inherent to Chinese culture, of which designers are deeply proud and confident. It is precisely the guócháo 国潮 trend that challenges the stereotypical idea of “made in China,” rising to a “created in China” born from meticulous study and creativity.

From this idea, Stefano Mologni said: “The Shenzhen Futian Fashion Event originated from a previous collaboration with one of the involved brands during the Expo, which is Nexy.Co. We held three major fashion shows during the Expo with the National Chamber of Italian Fashion. It wasn’t a partnership, as in this case, so brands joined independently. Pre-COVID, we had already started to establish this type of cooperation. Afterwards, post-pandemic, the idea of restarting with a collective fashion show in partnership with CNMI was conceived. We have now signed an agreement between the Italy China Council Foundation and the Municipality of Milan to develop cooperation that will allow us to select a different set of Chinese brands over three years.”

As we wait to see who will be invited to Milan in the coming years, let’s discover the three Chinese brands that starred at the Shenzhen Futian Fashion Event.