GUANGZHOU, China, Sept. 24, 2025 /PRNewswire/ -- On September 23, URBAN REVIVO (UR), China's leading trend-setting fast fashion brand, teamed up with Tmall for the third time to launch a spectacular Super Brand Day fashion gala at Shanghai's 1862 Fashion and Art Center. Centered around the theme "Playing with Fashion, Defining Your Own Style," the event brought together a star-studded lineup and cross-border musical performances to create a groundbreaking fashion experience that blended avant-garde aesthetics with multisensory engagement.
UR's Tmall Super Brand Day fashion gala held in Shanghai
UR Global Brand Ambassador Zhong Chuxi, musician Henry Lau, and vocalist Faouzia Ouihya made appearances at the gala.
UR's "Reflected City" themed fashion show.
The evening featured headline appearances by UR Global Brand Ambassador Zhong Chuxi, musicianHenry Lau, and vocalist Faouzia Ouihya. They were joined by UR Brand Friends Chen Hongyi, Lin Muran, Yi Anxi, Yan Biguo, Yu Zhen, and Zhen Yu, who attended the runway show and collectively witnessed UR's diverse fashion appeal. The gala concluded with a historic moment as UR was officially certified by Euromonitor International as "China's No.1 Trend-Driven Fast Fashion Brand" in both retail sales and store count. This accolade cements UR's position as an industry leader and underscores our role as a benchmark for innovation and value-driven transformation in the fast fashion sector.
Cross-Border Resonance: UR Redefines Immersive Avant-Garde Experiences
Challenging the limitations of traditional runway shows, UR debuted a groundbreaking "singer + runway show" model for the first time in the industry. By seamlessly integrating live music with fashion exhibition, the brand created an immersive, multisensory avant-garde experience for the audience.
Exclusive, custom-designed looks by UR's design team became the evening's visual highlights, perfectly complementing the star performances. UR Global Brand Ambassador Zhong Chuxi captivated in a sleek black tailored ensemble paired with a bold cape, embodying modern confidence. Musician Henry Lau and vocalist Faouzia Ouihya delivered powerful performances, with their outfits perfectly aligning with their stage presence, allowing fashion and artistic expression to merge organically. The event opened with Faouzia in an elegant white gown, her melodious vocals intertwining with models' strides. Henry Lau debuted a full performance of his new single "Closer to You," building palpable tension and culminating in a climactic atmosphere.
Spanning Day and Night: UR Redefines Urban Style with a New Narrative
The entire show, themed "Reflected City", focused on the symbiotic relationship between urban life and fashion. Through three chapters—"Urban Vogue", "Playful Whimsy", and "Midnight Safari", the show wove together narratives of style across different day and night moments in the city. From the sharpness of commuting, to the relaxation of weekends, and the vibrancy of midnight, UR used clothing as a medium to capture the lifestyles and emotional states of contemporary urbanites. The collection infused avant-garde aesthetics into wearable, everyday designs, redefining modern city dressing.
The opening chapter, "Urban Vogue," set the scene within a metropolitan workplace context. Models strutted in suits and outerwear defined by sharp, geometric cuts, with silhouettes echoing the lines and structure of modern architecture. By breaking away from the stale stereotypes of office attire, this series expanded the possibilities of commuter wear, blending precision and personality to elevate everyday professional style. set the scene within a metropolitan workplace context.
The second chapter, the "Playful Whimsy" transitioned into a more relaxed aesthetic expression. This collection emphasized soft fabrics and loose silhouettes, using muted tones and fluid designs to convey the unique laziness and soothing ambiance of weekends, offering city dwellers gentle yet sophisticated styling options that embody comfort and serenity.
The finale, "Midnight Safari", delivered a dramatic exploration of the city after dark. Drawing inspiration from neon lights and urban architecture, the designs featured leather, metallic textures, and bold material contrasts, embodying experimentation and daring creativity. This chapter captured the spirit of the night, celebrating individuality and expressive freedom through striking, avant-garde pieces designed for the city's most vibrant nocturnal moments and delivered a dramatic exploration of the city after dark.
The show presented UR's complete new-season collection, weaving together these three chapters into a cohesive narrative. By deeply integrating fashion with the realities of urban living, UR demonstrated our aesthetic philosophy, while meeting the diverse style needs of today's modern consumers across every scenario—from work to leisure, and day to night.
Guided by its "Born Global" strategy, UR is redefining the fast fashion paradigm.
This show was not only a concentrated display of UR's design aesthetics but also a cultural event with a global perspective. From musical arrangement and visual presentation to fashion execution, every segment reflected the brand's mature international expression.
At the core of this vision lies UR's global design ecosystem, built through our strategic worldwide presence. With synchronized design centers in Asia and Europe and a team of over 500 designers, UR interprets global trends through a forward-looking lens while seamlessly integrating local cultural influences. Beyond products, UR collaborates with internationally renowned photographer teams to create distinctive seasonal aesthetic campaigns, constructing a unique visual narrative that consistently reinforces our diverse, avant-garde aesthetic style and international brand vision.
Since founding, UR has carried a global DNA, consistently committed to integrating and synergizing high-quality resources worldwide while driving deep collaboration across design, creativity, and supply chain. Today, UR has moved beyond the stage of mere "product globalization" and is fully stepping into a new era of "aesthetic globalization"—transcending traditional scale-based competition to rebuild a fashion language system with global resonance.
The UR x Tmall Super Brand Day fashion gala showcased the brand's deepened global strategy and elevated industry influence. Looking ahead, UR will continue to leverage innovative business models and a global design language to steer the fast fashion industry from a "scale-oriented" to a "value-driven" approach, constructing a new fashion paradigm that integrates design, culture, and experience—offering global consumers fashion encounters with greater aesthetic depth and emotional connection.
*Data source for "China's No.1 Brand in Both Retail Sales and Store Count for Trend-setting Fast Fashion": Euromonitor Information Consulting (Shanghai) Co., Ltd., based on the retail sales revenue (RMB) of each trend-setting fast fashion brand in mainland China in 2024 and the number of stores as of the end of 2024. Trend-setting fast fashion brands refer to apparel brands that focus on quickly capturing and translating current fashion trends, offering diverse styles at affordable prices through rapid iteration (development-to-launch cycle <3 weeks) and high-frequency new arrivals (>1 time/week). Research was completed in July 2025.
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