Novomania announces theme and new partner

Novomania, China’s leading international fashion trade show, will be held at Shanghai Mart from 17th to 19th July. As the organizers announced earlier, the fair’s dates were moved to July to place it strategically at the end of the European season

and before the beginning of the US one. The theme of Novomania 2013 will be ‘The Cloud’.

According to the organizers, this year’s theme was inspired by Novomania’s “consuming passion for fashion” that really is “a cloud that constantly shifts and recreates itself in the wind of change.” It is here at Novomania where “ideas come together, mix and multiply, invent and re-invent to create the ultimate forum for an industry with its head in the clouds and its feet firmly on the ground.” A more poetic explanation is that the Chinese words for cloud and fortune – yun – are pronounced exactly the same. And what could be a better fortune for the fashion conscious than a fair where East meets West to exchange and come up with innovative fashion ideas?

Starting with this year’s fair, Novomania has entered into a new partnership with WGSN, a worldwide leader in fashion trend forecasting with headquarters in London and Shanghai. “At WGSN we’re truly excited by this fantastic collaboration opportunity with Novomania,” commented Paul Murphy, WGSN’s Regional Director for the Greater China Region. “As the market leader in showcasing international fashion labels in China Novomania is driving trends in the Chinese market. At the same time, WGSN’s unparalleled understanding of fashion trends in both China and globally provides a perfect platform for a partnership that will go from strength to strength.”

Apart from international fashion brands and buyers, Novomania gathers all players of the B2B fashion market place under one roof; from real estate developers, shopping malls and department stores to distributors, e-commerce and media. Last year, Novomania attracted 13,000 visitors, up by 16 percent compared to 2011. Of those, one third were representatives of fashion houses, including European and American brands like Tom Tailor, Replay, Lee Cooper, Superdry, Mango, Calvin Klein, DKNY, Crocs and others. At Novomania 2013, about 20,000 visitors and 200 exhibitors are expected.

Foto: Novomania