19 countries & 114 brands partake at Novomania show

"We have realised the Chinese market requires brands with a heritage, a unique point of view, and a clear direction and brand strategy, which is something Voi Jeans Co. strives to achieve."

Guilherme Faria, General Manager of UBM Novomania comments, "The joint venture with UBM has brought Novomania strongly into the exhibition arena and has made it possible to create something very special about the show. Novomania is a mix of both International and home grown brands.

"China is starting to produce some very interesting brands, and it is just a matter of time until these creative Chinese brands go International. We want Novomania to be the reference for fashion in Asia and to help transform fashion in China and the way it is perceived."

He adds, "We show not only International brands but also up and coming Chinese brands and also labels from countries like Korea, Japan, Australia and Hong Kong, brands you wouldn't see anywhere else in the world, so Novomania is firmly on the Asian fashion calendar and a must attend show".

He announces the expansion of Novomania with two shows in 2014. "After 4 years of Novomania, and as many successful annual events, we believe it is the right time to hold the show two times per year, accordingly to the fashion seasonality. The Chinese consumer is ahead of the market, and is pushing the multi-brand trade to move faster.

"As such the market is requesting a fashion platform where the brands can exhibit their collections for Spring/Summer and Fall/Winter accordingly. In response to this demand we decided to move Novomania's dates back to March, and launch a second event in the year in September. The next edition will be held in Shanghai Mart on 5-7 March 2014, and the brands and designers will be presenting the A/W 2014/15 collections."

Novomania