SHANGHAI, April 8 (Xinhua) -- French fashion house Maison Margiela has signalled confidence in the Chinese market by staging the debut of its Fall/Winter 2026 collection in Shanghai instead of Paris for the first time in its nearly four-decade history.
The Paris-based company presented the collection in its global debut on the night of April 1 in the finale show of the Fall/Winter 2026 Shanghai Fashion Week.
For the first time, the brand has relocated its main runway show from Paris to Shanghai.
Gaetano Sciuto, CEO of Maison Margiela, said that the show in Shanghai was not a "replica" nor a cruise show, but rather a main show "relocating" from Paris to Shanghai, with Shanghai as the "main stage" for the global debut of the new collection.
"We believe in Shanghai because it is a city that fits very well with the identity of the brand, which is a mix of memory of the past. But at the same time, very progressive and fashion forward," Sciuto said, adding that Shanghai Fashion Week is "growing as an industry as well as a movement."
A 10-day special exhibition named "Maison Margiela/folders" was scheduled starting April 2 in cities across China, starting from Shanghai and then to Chengdu and Shenzhen. Through physical and digital archives, visitors are able to explore the brand's creative world.
In Shanghai, the brand held an open-air exhibition in transparent containers on Yandang Road, a quiet street in downtown Shanghai, from April 2 to 6. It showcased Maison Margiela's 58 signature haute couture clothing since 1989, allowing thousands of consumers in China to see the pieces up close.
Sciuto noted that this is not simply a global debut show and immersive exhibition, but also a major brand showcase intended to strengthen its presence in the Chinese market.
"It's about sharing our ideas and experience and so you need to have a space where it's not just product," he said.
China is a diverse market, Sciuto said. The brand chose not to "tour" the same exhibition in different locations, but rather to select different elements of the brand that fit the spirit of the cities, he said.
The exhibition received a warm response from the Chinese market. Sciuto noted that tens of thousands of Chinese consumers are expected to visit the exhibition closely.
"I believe Chinese consumers are also changing and they really want to understand more about the brands, not just find the product," Sciuto said.
The company has recorded growth and opened a few stores in China over the last two years, bucking broader luxury sector trends, he said. "I think that the potential of the Chinese market is still very big." ■
