CHINA WAVE Returns to Pitti Uomo 110 with Six Chinese Fashion Brands
Platform marks its fifth consecutive participation, showcasing contemporary Chinese design at a new central location in Florence
CHINA WAVE has returned to Pitti Uomo 110 for its fifth consecutive edition, presenting a curated selection of six Chinese fashion brands at the international menswear and lifestyle exhibition in Florence. The platform is exhibiting from a new location within the core central exhibition area at Costruzioni Lorenesi, directly opposite “The Pool” installation.
Held at Fortezza da Basso, the 110th edition of Pitti Uomo brings together more than 700 international brands under the theme “The Pool,” focusing on reflection, identity, cultural transformation and creative self-positioning.
CHINA WAVE first participated in Pitti Uomo 106 in 2024 and has since developed into a long-term platform supported by the China National Garment Association. According to the organisers, the initiative presents Chinese fashion through design, brand identity and creative expression alongside its manufacturing capabilities.
The visual concept for “The Pool,” curated by SSAW Magazine Editor-in-Chief Chris Vidal Tenomaa together with Fashion Director Tuomas Laitinen, features a modern Narcissus contemplating his reflection while breaking free from it. The concept explores themes of authenticity, cultural identity and creative direction within the fashion industry.
For its 2026 edition, CHINA WAVE has moved to a new exhibition space located in the centre of the fairgrounds, directly facing “The Pool” installation and positioned alongside international luxury, heritage and contemporary fashion brands.
Participating Brands
The CHINA WAVE showcase at Pitti Uomo 110 includes six brands representing different segments of contemporary Chinese fashion and design:
SEPTWOLVES
SEPTWOLVES is one of China's leading menswear companies, combining market-oriented design with production and retail operations. The company has expanded from a traditional menswear label into a multi-brand fashion group, including the integration of KARL LAGERFELD into its portfolio.
SWOF CARE
SWOF CARE is an international headwear brand that combines contemporary millinery craftsmanship with designs inspired by Sunshine, Water and Oxygen, incorporating nature-inspired concepts and artisanal techniques.
ZIFEI WANG
Founded in 2014, ZIFEI WANG combines Oriental aesthetics with gender-fluid design, retro-futurism and avant-garde fashion. The brand features sculptural silhouettes and deconstructive elements and has been officially selected for the Milan Fashion Week calendar in September 2026.
SOARIN
SOARIN develops collections that reinterpret vintage fashion through contemporary menswear, combining retro influences with modern urban styling.
SOARIN WORLD
An extension of SOARIN, SOARIN WORLD blends traditional Chinese cultural references with contemporary design to create a modern Chinese aesthetic.
KIMUSSO
KIMUSSO presents avant-garde womenswear influenced by workwear, sustainable design concepts and couture craftsmanship, incorporating utility silhouettes and punk-inspired elements.
During the exhibition, international buyers, department stores, concept stores and media representatives will have the opportunity to view the collections and explore the latest developments in contemporary Chinese fashion.
According to the organisers, CHINA WAVE continues to serve as a platform connecting Chinese design culture with the international premium and luxury fashion market while highlighting the evolving role of Chinese fashion in the global industry.
Upcoming Events
- CHINA WAVE: June 16–19, 2026, Fortezza da Basso, Pitti Uomo, Florence
- CHIC Shanghai: August 25–27, 2026, National Convention & Exhibition Center, Shanghai