City promotes 'Shanghai Style' as bespoke fashion gains global appeal

Shanghai is stepping up efforts to promote personalized consumption as part of its broader drive to become an international consumer hub, with bespoke fashion emerging as one of the clearest expressions of the city's evolving "Shanghai Style" brand.

Under a newly released plan, the city aims to strengthen its ecosystem for customized goods and services, cultivate a group of flagship brands, and improve the overall experience for both local consumers and international visitors over the next two to three years.

Custom-made fashion is emerging as one of the clearest indicators of that shift.

A growing market for custom-made fashion

At some ateliers in Shanghai, overseas customers now account for nearly half of total orders. At Sand River's flagship store in Zhangyuan, for example, clients from the Middle East recently collected custom cashmere headscarves made from ultra-fine 13.5-micron fibers. Some customers continue placing orders online after returning home, turning a single purchase into an ongoing relationship.

Other studios are seeing similar momentum. Han Art, known for its hand-embroidered qipao and tailored silhouettes, says nearly half of its customers now come from outside China. Its refined designs, reminiscent of the elegance seen in Wong Kar-wai's In the Mood for Love, continue to resonate with international audiences.

The trend extends beyond high-end ateliers to the South Bund Soft Spinning Material Market, a long-standing destination for affordable tailoring, where around 30 percent of visitors come from abroad. Many international customers are drawn by the combination of craftsmanship, fabric choice, and attentive service, while some tailors keep detailed measurements for hundreds of repeat clients.

Part of Shanghai's appeal also lies in its strong heritage base. Historic labels such as Baromon continue to attract customers with traditional Shanghai tailoring techniques, while long-established qipao houses such as Longfeng Qipao preserve hand embroidery, decorative knotting, and edge-finishing techniques passed down through generations.

Policy support for a 'Shanghai Style' brand

To build on that momentum, Shanghai plans to introduce a unified visual identity and certification system for its customization sector under the brand name "Shanghai Style". Businesses and products that meet specific standards will be included in an official recommendation directory and allowed to use the label, making it easier for consumers to identify trusted providers of customized goods and services.

The city also plans to expand customization-focused spaces, including service clusters and themed experience centers in major shopping areas. It will also support artisan studios and other interactive settings where customers can engage directly with designers and craftspeople and participate in the creation of personalized products.

Another key goal is to strengthen the connection between customization and cultural heritage. By encouraging the integration of intangible cultural heritage, time-honored Chinese brands, and modern design, Shanghai is seeking to make traditional craftsmanship a more visible and accessible part of contemporary consumer life.

The plan also encourages stronger links between customized consumption and major city events. The "Shanghai Style" brand will be promoted through major platforms and campaigns such as the Shanghai Summer International Consumption Season, while customized products and services will also be showcased at events, including the China International Import Expo and Shanghai Fashion Week.

A more convenient experience for global visitors

Shanghai is also encouraging travel agencies to develop themed routes that combine personalized shopping with cultural, sports, and entertainment activities, making customized consumption an integral part of the broader visitor experience. The city will also promote ticket-based offers linking customization brands with attractions, performances, and major events, creating more connected consumer experiences.

For international travelers, convenience is a major part of the effort. Major shopping areas and online platforms are expected to provide multilingual services, including shopping assistance, customer inquiries, and after-sales support.

Shanghai is also working to expand payment convenience at major customization venues by supporting international bank cards and mobile payment options. At the same time, it will continue to improve its "refund-upon-purchase" departure tax refund service, making the process faster and easier for overseas travelers.