Shanghai Buyers Find Romance and Bohemian Touches at Spring 2027 Show
Buyers at spring 2027 Shanghai Fashion Week came away talking about romance, softer shapes and a 1970s-inflected look, according to a buyer roundup published by WWD on 21 October 2026.
Buyers are the people who choose which collections a shop will carry, and they place their orders months before the clothes reach the street. Shanghai Fashion Week, the city's showcase for its own designers, was scheduled to open on 8 October 2026, with debut shows and a bigger role for overseas participants, according to the Shanghai investment promotion office.
WWD reported that the bohemian style of the 1970s, associated with the French house Chloé, was taking the lead in a look emerging in Shanghai. The look uses delicate fabrics and softer silhouettes. Chinese brands, the roundup said, embraced a softer and more eclectic style across the week.
Will Zhang, founder and buyer of SND, a multibrand store, said he sees strong potential in a more romantic idea of femininity, one with bohemian and holiday influences. For him, the appeal sits in clothes that bring a little romance into everyday dressing.
Caterina Ercoli, senior buying consultant at Antonioli, said this was her second season attending Shanghai Fashion Week. Her favourite collections were from Macro'Senses, Mutedance, Yayi, Pronounce and EP Yaying.
Eric Young, owner of the Shanghai multibrand retailer Le Monde De SHC, credited Xiaohongshu, a social commerce platform where users share product recommendations and buy directly, with driving the return of romantic dressing in Shanghai fashion. Social commerce refers to shopping that happens inside social media apps rather than on a separate store website.
Yasuko Miyajima of Barneys New York Japan picked two newer labels, Leoal and Tadzio Reverie. Moldir Tassygan, a buyer for Viled Group in Kazakhstan, described the Shanghai runway as femininity in its fun era.
WWD headlined its roundup "Buyers Look to Shanghai's Fun Side With Bohemian Twist," and said buyers favoured bold bohemian looks and brands that bring romance to everyday clothes.
