China market

Street fashion is an aspect of a country's culture. The attire of everyday people in a city reflects social influences from such sources as the media, peer groups or religion. Combined with personal taste, an overall picture of a society's dress code can be formed. For many fashionistas in Shanghai the trends in Tokyo and Seoul are the major inspiration. And in the same pace as the Chinese get richer they also start to spend money on clothes to create their own identity in the giant city.

Shanghai is a cosmopolitan city with a multitude of cultures stemming from its multiracial population. The majority of people in Shanghai seem to capture trends through meticulous accessorizing, giving the most conservative outfit a kitsch twist.

It will be interesting to see how Shanghai street style evolves while the sources of inspiration grow as the city develops. My guess is that Shanghai will one of the great fashion capitals of the world within 10 years. Scandinavian brands like Vero Moda, Jack and Jones are doing really well in China. It's also with great interest I follow the opening of H&M first store in China in April