The four-day 2025 Xiamen International Fashion Week concluded on Oct 19. This year's event, taking place on Zhongshan Road for the first time, brought together high-end fashion resources like Harper's Bazaar China, Forbes China, and Thailand's Qurated Fashion. 

Through an integrated model of "runway shows, exhibitions, and shopping", it gathered over a hundred brands and presented more than 60 debut shows, exhibitions, and cross-border collaborations, energizing the debut economy.

Fifteen brands, including UNCIA, Cilsoe, and BLACKSUGAR, made their national debuts, while three brands — ANNBOO, Liu Hongchao, and Gongdid Design — were launched in Fujian for the first time. In a first-of-its-kind initiative, the event also embraced the cultural heritage of the overseas Chinese community, joining forces with 11 Chinese diaspora designer brands to present the "Overseas Chinese Culture Fashion Show".

The "How How Festival" on Zhongshan Road. [Photo/Xiamen Daily]

As a key IP developed for this year's Xiamen International Fashion Week, the "How How Festival" featured diverse content such as art exhibitions, living markets, interactive workshops, and stage performances, inviting people to gather at Zhongshan Road. 

The living market brought together over 100 brands from more than 20 cities across China, spanning sectors such as sportswear and streetwear, cultural and creative handicrafts, local flavors, and tech-enabled experiences.

The opening show is created in collaboration with Harper's Bazaar. [Photo/Xiamen Daily]

Among the brands featured at this year's Xiamen International Fashion Week, nearly half were from local Xiamen designers. Over the years, the event has consistently promoted designer brands and leveraged its original designer service platform to support the steady growth of local designer brands.