The 33rd Haining Leather Fashion Fair, opening on July 15, drew buyers and brands despite the summer heat. With 26,000 sqm of exhibition space, 14 runway shows, and over 100 brands, the event signals how a specialized market is adapting to consumer shifts. More telling than scale are structural changes: a dedicated premium down jacket zone debuted, AI tools moved from concept to full-chain deployment in selection, design, and marketing, and international buyer numbers hit a record high. These signals point to a strategic pivot: Haining is redefining itself from 'China's leather capital' to a global autumn-winter fashion hub.
Category Expansion: Down Jackets Join Leather
The most visible change is the blurring of category boundaries. Previously synonymous with fur and leather, Haining this year introduced a premium down jacket zone, elevating down apparel to a standalone exhibition unit. Brands like Benyuan Chenwu, Leya, and Oufeilun showcased lightweight, fashion-forward down jackets emphasizing high fill power and minimal weight. This reflects a consumer trend where buyers prioritize warmth, style, and comfort over single-material loyalty.
Runway shows reinforced this shift. Longfeng Gelaomei Fashion collaborated with designer Chen Yu to fuse Spanish leather craftsmanship with Inner Mongolian prairie culture. Xuebao partnered with Lingjue and Zhongke Technology to unveil antibacterial and antiviral coated down jackets. These products move beyond a 'leather vs. down' narrative, embracing a hybrid logic centered on functionality and design. For buyers, Haining is evolving into a one-stop sourcing hub for full autumn-winter categories, not just fur.
Digitalization in Action: AI from Concept to Tool
The 'Pi Cheng AI' booth showcased a full-chain digital solution for the fashion industry, covering AI virtual try-on, AI-assisted design, AI marketing systems, and AI security. For Haining's cluster of small and medium enterprises, the value lies in lowering design thresholds and operational costs.
A key detail: AI virtual try-on was integrated into the selection process, allowing brands and buyers to validate silhouettes and styling without physical samples. For export orders, this shortens sampling cycles and reduces communication costs. For domestic brands, AI marketing tools auto-generate product descriptions and ad creatives, reducing reliance on specialized teams. Haining's digital investment is shifting from display to practical application.
National Platform Upgrade: Regional Brand to National Voice
In 2026, the former 'Haining Fashion Week' officially upgraded to 'China International Fashion Week·Haining,' marking the first time this Ministry of Commerce-approved national fashion event has a 'sub-station' in a county-level city. This change means Haining's autumn-winter releases now enter the national fashion calendar, offering brands higher-tier media exposure and industry endorsement.
This season's theme, 'Tide Rising with Symbiosis,' featured 14 shows including local brands like Aokun and Shiti, plus designers from Shenzhen, Tongxiang, and South Korea, alongside student works. 'Symbiosis' is not mere hype but reflects actual resource aggregation. For participating brands, access to the China International Fashion Week platform opens doors to broader buyers and retailers seeking differentiated autumn-winter products.
Integrated Domestic-International Trade: Record International Buyers
The fair attracted the highest number of international buyers ever, with over 100 buyers from Russia, Brazil, South Korea, Azerbaijan, Central Asia, North America, and South America. Haining Leather City set up a 1,000 sqm selection center on the second floor of Building G and hosted the 'Chaolai·First Pick International Autumn-Winter Fashion Ordering Fair,' curating over a thousand pieces for one-stop ordering.
This 'selection center + ordering fair' model upgrades Haining's traditional wholesale logic into a precise matchmaking platform for overseas buyers. Aligned with the '1513 Strategy'—building one China port hub center, five overseas exhibition centers, and overseas warehouses in countries with over 100 million population—Haining is constructing an integrated domestic-international trade network. The establishment of the Chaolai Cross-Border Trade Center and deepening of the '1039' market procurement trade model allow small merchants to participate in international trade with lower barriers.