Original design shines at ICIF sub-venue MGU SHOWROOM

The MGU SHOWROOM A/W 2026 Designer Brand Headquarters Ordering Fair, a key fashion-themed sub-venue of the 22nd China (Shenzhen) International Cultural Industries Fair (ICIF), opened in Nanshan District on May 17. 

This year’s sub-venue event adopts an innovative “showcase-and-order on the spot” and “see now, buy now” model. It brings together more than 240 designer brand headquarters and has built an integrated release platform featuring “park + runway + showroom.”

Visitors tour the ICIF sub-venue MGU SHOWROOM in Nanshan District. Photos courtesy of MGU SHOWROOM

Its original MGU SHOWROOM model enables direct interaction between designers and buyers, supports production based on sales, and promotes low-inventory operations. It provides emerging brands with full-chain support ranging from creative incubation and supply chain connections to market access, helping address key challenges in the commercialization of original design brands.

Driven by both culture and technology, the MGU SHOWROOM sub-venue highlights ICIF’s strength in digital cultural creativity and the revitalization of intangible cultural heritage.

The event incorporates intangible cultural heritage craftsmanship and sustainable fashion, while also launching AIGC-powered fashion application scenarios. Artificial intelligence is being used to support design development, visual presentation, and brand communication.

A view of a fashion brand showcased at MGU SHOWROOM.

On site, organizers of the event also partnered with COLORO, China’s applied color system, to hold the 26AW/27SS Autumn-Winter Fashion Industry Trend Release, offering authoritative insights into color, fabrics, design, and consumer trends. The cooperation further strengthens Nanshan’s influence in fashion trend-setting and discourse, while also enhancing the professionalism and international profile of the sub-venue.

During the event, the Industry-Academia-Research Base of the China Textile and Apparel Education Society was officially inaugurated, and the Hong Kong Garments College signed a strategic cooperation agreement with MGU SHOWROOM. 

The two sides will focus on talent development in design, incubation of original works, and co-building an industry ecosystem. Together, they will create a cooperation platform integrating industry, academia, and research, and build a full-chain system covering talent cultivation, achievement transformation, and industrial implementation. This will continue to supply Shenzhen’s fashion industry with high-quality original design talent and further consolidate Shenzhen’s position as a core source of original Chinese design.