The main events of the 2026 Xiamen International Fashion Week took place from October 16 to 18 on the century-old Zhongshan Road. Operated by Xiamen C&D Starlight Fashion and Cultural Creativity Co., Ltd., a subsidiary of C&D Group, this year’s event was themed “At Ease in Xiamen.” It brought together runway shows, a carnival, live music and sports experiences, while introducing wedding-related activities and using event tickets to encourage spending beyond the event itself. The result was an accessible, citywide celebration of fashion woven into everyday life.

From Runway to Retail: Supporting Local Design

Eight runway shows featured 16 brands, including 11 from Xiamen, showcasing the diversity of original design. The western section of Zhongshan Road became a fashion carnival, with more than 100 brands across five themed areas: apparel and accessories, specialty coffee, craft beer, sports experiences, and arts and lifestyle. Together, they offered visitors a wide range of shopping and leisure experiences in one place.

Over the years, Xiamen International Fashion Week has championed original design and global connections, supporting emerging designers as they turn creative ideas into market-ready products and brands. Through the fashion week and Rushi, a service platform supporting original designers, a number of Xiamen-based design labels have grown, bringing fresh momentum to the city’s fashion industry and its efforts to develop new quality productive forces.

New Ways to Boost Local Spending

This year’s fashion week also explored the potential of the “ticket-stub economy” to drive spending beyond the event itself. It partnered with C&D Life (C&D Group’s membership platform), five major shopping districts and 76 participating merchants. An accompanying “At Ease in Xiamen” fashion and lifestyle map helped residents and visitors discover participating businesses and enjoy special offers with a single ticket.

Xiamen is continuing to develop its wedding-related economy. This year’s fashion week featured a dedicated day of wedding-themed fashion shows and an exhibition area, along with a “FINDING Xiamen” photo installation created in collaboration with Xiamen Tongwending. These new experiences helped attract visitors and encourage spending. Xiamen Joyful Union Wedding Co., Ltd., a joint venture established by C&D Culture and Tourism, also took part, working with businesses across the local wedding industry to integrate services and strengthen links between cultural tourism and wedding services.

Building on more than a decade of development and Xiamen’s strengths in sports fashion and original design, C&D Group, as the event operator, has continued to expand the fashion week’s reach by drawing on the city’s business environment, industrial base and talent. The event has become an important platform for supporting original designers, connecting industry resources, stimulating urban consumption and showcasing Xiamen’s fashion consumer goods industry. It also demonstrates how fashion can bring together commerce, culture, tourism, sports and exhibitions to create new opportunities for the city.

Looking ahead, the fashion week will work with partners to make better use of its platform, connect resources and create new experiences. Together, they will explore deeper integration across commerce, culture, tourism, sports and exhibitions, opening up new opportunities for consumption growth.