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Chinese market: How a local presence helps French brands to establish themselves

During this year's Shanghai Fashion Week, Promas, the organisation for the promotion of menswear in France and abroad, supported Ludovic de Saint Sernin, Coltesse, EgonLab and Baziszt in their approach to the Chinese market. Initial findings reveal distinct strategies, balancing business development, local integration and collection adjustments....

Fashion|In Pictures

Rio de Janeiro fashion week SS27 trends: Black minimalism to opulent maximalism

Rio de Janeiro Fashion Week (April 14–18, 2026) marked a significant return to the Brazilian fashion calendar after a ten-year hiatus, with the aim of repositioning the city as an international fashion hub and drawing global buyers. To streamline the national schedule and reduce overlap, organizers IMM shifted São Paulo Fashion Week to the...

Fashion|Interview

Inside Fashion in Helsinki 2026: From shaping Nordic identity to platforming new voices

This month, Helsinki is preparing for a new edition of its annual Fashion in Helsinki event. With an official schedule running May 26 to 30, the occasion is overflowing with independent, young, and in some cases well-established talent from the region, underlining the city’s status as a growing fashion capital. While many of these locations...

People|Voices of retail

Ruven Taieb of Rendel: “A good advisor doesn't sell, they create an experience and a lasting relationship”

If there is one profession in fashion where emotional intelligence reigns supreme, this is it. Far from clichés, sales advisors embody the most vibrant and perhaps the most human face of this vast industry. To paint a multifaceted portrait of this hands-on profession, FashionUnited chose to speak with those who approach sales as a place for...