Gucci Demna Collection Debuts at Milan Fashion Week; Shanghai Fashion Week 2026 Dates; Goyard Revenue Jumps 64%

Gucci’s Demna era has officially begun. At Milan Fashion Week, the designer unveiled La Famiglia, his first collection for the Italian house, blending archival codes with his signature edge in a cinematic presentation. Back in China, Shanghai Fashion Week announced its Spring/Summer 2026 calendar, underscoring the city’s role as a platform for new ideas and cultural dialogue. Meanwhile, Goyard reported a remarkable 64% revenue surge in 2024, further proof that scarcity and heritage still command unmatched appeal — particularly in China.

Brand Moves | Gucci Demna Collection & Fashion Updates

On September 22, during Milan Fashion Week, Gucci presented La Famiglia, Demna’s debut collection for the house. Built around the concept of “family,” the collection reinterprets iconic Gucci symbols — from the bamboo handle bag to Flora prints — through a 37-look catalog and a short film titled The Tiger, directed by Spike Jonze. The cinematic narrative casts Gucci as a fictional family, echoing Demna’s philosophy of “entering the mainstream, then reshaping it.” Within 24 hours, the video surpassed 5 million views on social media. Kering’s stock also saw a modest uptick following the reveal. Select pieces from the collection are being sold through limited drops at 10 Gucci flagship boutiques worldwide starting September 25. The event sets the stage for Demna’s first runway show for Gucci, scheduled for February 2026.

Shanghai Fashion Week SS26 calendar released
On September 23, organizers unveiled the official schedule for Shanghai Fashion Week Spring/Summer 2026, to be held from October 8 to 16 under the theme “Expanding Boundaries, Redefining Possibilities.” The week will feature over 100 runway shows and citywide activations. A key highlight is the new “Cube Showroom” inside Jing’an Kerry Centre, designed to provide immersive experiences for both emerging and commercial brands. The program continues the model of “shows at the core, industry linkage,” and will connect with Shanghai International Consumer Festival through exhibitions, pop-ups, and forums, reinforcing the city’s global influence.

Adrian Cheng launches ALMAD Group
On September 21, Hong Kong entrepreneur Adrian Cheng, founder of K11, announced the establishment of ALMAD Group (Hong Kong Shanghe Development), with strategic focus on nine innovative industries including culture, sports, Web3, and traditional Chinese medicine globalization. Headquartered in Hong Kong, the group will prioritize investments in Mainland China, ASEAN, and the Middle East. Its independent unit, K11 by AC, has already signed a RMB 37.7 billion mixed-use project in Qingdao. With eight existing K11 projects and nine under development, Cheng’s new direction is drawing attention, especially given his past successful investments in Xiaohongshu and XPeng Motors.

Ouyang Nana named Woolmark brand ambassador
Woolmark, the global authority on wool, has appointed actress and musician Ouyang Nana as its latest brand ambassador. Together with Tmall Super Category Day, Woolmark launched the seventh edition of its “Four Seasons of Wool” campaign. Over 30 domestic and international brands participated, showcasing collections such as “Lazy Luxe” and “Quiet Luxury Wool,” highlighting Merino wool’s versatility in fashion, sustainability, and performance. The campaign ran from September 23 to 25 across online and offline channels.

Greg Hsu joins Canada Goose as global ambassador
On September 25, Canada Goose announced Taiwanese actor Greg Hsu as its new global ambassador. Known for his roles in film and television and his real-life outdoor pursuits, Hsu embodies the brand’s ethos of “boundless exploration.” Campaign imagery, directed by creative director Haider Ackermann, features Hsu in the Snow Goose capsule collection. The partnership continues Canada Goose’s tradition of collaborating with high-profile talent while strengthening its positioning in China and Asia.

De Beers showcases “Desert Diamonds” in Hong Kong
At the Hong Kong Jewellery & Gem Fair (Sept 17–19), De Beers unveiled its “Desert Diamonds” series, featuring ombré tones from warm white to amber. The launch emphasizes the brand’s commitment to traceability via the Tracr blockchain platform. Alongside the collection, De Beers hosted roundtables on sustainable sourcing and the emotional resonance of natural diamonds, reinforcing its narrative of rarity and transparency.

GIADA launches first jewelry collections
Italian quiet luxury brand GIADA has officially entered fine jewelry. Its debut GIADA Jewelry line includes the FIRENZE collection and Flower on the Rock high jewelry series. Notably, jade plays a central role, symbolizing the brand’s name (“beautiful jade”), merging Chinese gemstone culture with Italian Renaissance craft. The pieces were previewed at an exclusive event at Beijing’s Guardian Art Center on September 22.

Nike × SKIMS collection launches
On September 26, Nike and SKIMS dropped their first collaboration, NikeSKIMS. Designed for female athletes, the collection spans seven themes and 58 pieces, allowing over 10,000 mix-and-match combinations. Divided into Matte, Shine, and Airy series plus four seasonal capsules, the launch was accompanied by a campaign featuring 50+ athletes. The project marks a new step in redefining the intersection of performance and fashion.

The Beauty Edit returns to Shanghai
On September 24, Chrysalis Beauty and Joyce Beauty opened the second The Beauty Edit at Zhangyuan, Shanghai. The curated event highlighted 10 niche brands across skincare, fragrance, haircare, and ingestibles, including VOTARY, BALMONDS, and DR IVY SKINCARE. Beyond retail, the exhibition acts as a brand incubation platform, offering Chinese consumers access to international debuts and exclusives through live-streaming and offline activations.

Beast releases Gap City
Chinese lifestyle brand Beast (东边野兽) launched its fourth inspiration reader, Gap City, in collaboration with publisher 一筑一事. Centered on the theme of “gap years,” the book features stories from 16 contributors across 12 cities, exploring nomadic lifestyles and climate shifts. Printed on 100% FSC-certified recycled paper, the 323-page edition retails at RMB 128 and is distributed in 170 bookstores worldwide.

Earnings

Goyard revenue jumps 64% in 2024
French heritage house Goyard posted €810 million in sales for 2024, up 64% year-on-year, with EBIT reaching €537 million. Overseas sales contributed nearly 80%, with China’s six boutiques serving as a crucial growth pillar in Asia. The maison continues to eschew e-commerce and maintains strict purchasing limits, amplifying scarcity appeal.

H&M Q3 profit up 40%
H&M reported operating profit of SEK 4.91 billion in Q3, up 40% and beating forecasts. Gross margin rose to 52.9% while operating costs fell 5%. In China, autumn collections saw positive traction, but early Q4 sales are flat compared with last year, reflecting a high base.

Deals

Kendo sells KVD Beauty
LVMH’s Kendo division completed the sale of KVD Beauty to private equity firm Windsong Global. KVD Beauty will join Windsong’s new multi-brand platform, Belle Brands. Known for bold pigments and long-lasting wear, the brand had slowed in recent years due to controversies and shifting consumer trends. Windsong plans to streamline the portfolio, focus on eye and lip, and leverage KVD’s 6.7 million Instagram followers across new channels such as Amazon and TikTok.