The 2026 Xiamen International Fashion Week uses the century-old Zhongshan Road as a key venue. [Photo provided by Lin Yuyang to swj.xm.gov.cn]

The 2026 Xiamen International Fashion Week wrapped up its three-day main program on Oct 18, mixing runway shows with a carnival, live music, and sports. Participants were able to use their event tickets to gain access to citywide discounts.

Unlike industry-only fashion weeks, Xiamen took the event to the streets. The main venue was Zhongshan Road, a historic shopping street, which was open to the public for free.

Eight shows featured 16 brands, 11 of them local. Award-winning designers Zhang En and Dong Ya'er presented their latest collections, while actor Cai Xinyang drew crowds and was named a 2026 Xiamen lifestyle ambassador.

A show held on the Zhongshan Road. [Photo provided by Lin Yuyang to swj.xm.gov.cn]

Organizers aim to turn the runway into a marketplace. "We want to turn shows into sales and bring the work to the public," Zhang said. A closing "Fashion Night" at Xiamen K11 Select offered a see-now, buy-now experience.

Alongside the shows, more than 100 brands set up stalls along Zhongshan Road for a fashion carnival, featuring apparel, specialty coffee, craft beer, and cultural products. Over 20 local coffee brands participated, while the event also featured skateboarding, Zumba and yoga activities.

The fashion week also highlighted Xiamen's wedding tourism industry, with a themed event showcasing bridal collections by local designers, including modern gowns incorporating traditional Chinese design elements.

Organizers said the fashion week is intended to deepen the integration of tourism, retail, and entertainment, helping to boost consumption.