Global underwear brands unveil latest trends at expo

Exhibitors from over 100 countries and regions are displaying intimate apparel brands from around the globe at the ongoing 20th China (Shenzhen) International Brand Underwear Fair (SIUF) & China Intimate Apparel Culture Week.

Visitors explore the 20th SIUF, which is currently held at the Shenzhen Convention & Exhibition Center in Futian District. Photos courtesy of the event organizer 

Taking place at the Shenzhen Convention & Exhibition Center in Futian District, this fashion extravaganza presents a wide range of trendy fashion from the underwear and bathing textiles sectors. The fair also offers insights into new industry developments, such as functional leisure fashion, athleisure, shapewear, and loungewear. 

One of the major attractions of SIUF is its fashion shows, where top brands present their newest collections in stunning runway presentations. The event also includes award ceremonies, design competitions, and trend forums that offer insights into market movements and consumer preferences.

Models showcase the latest designs from leading apparel brands during a live-streamed fashion show at the 20th SIUF.

It also serves as a hub for international networking. Brands can meet with distributors, manufacturers, designers, and other stakeholders to explore partnerships, negotiate deals, and establish long-term business relationships. The event’s reputation for fostering meaningful connections has made it a staple in the calendars of industry professionals.

Recognized as one of the world's leading events for the underwear and lingerie industry, SIUF has grown over the past 20 years into a major platform for industry professionals, brands, and suppliers to showcase their latest products, connect with partners, and explore emerging trends.

International attendees browse exhibits at the 20th SIUF.

The 19th edition of the fair in 2024 generated nearly 20 billion yuan （US$2.75 billion）in direct and indirect revenue. Additionally, 90% of exhibitors expressed their desire to participate in the next edition, reflecting the growing influence and recognition of the fair within the industry.

Data shows that the total output value of Shenzhen's underwear industry is nearly 70 billion yuan, accounting for 20% of the national total and one-third of Guangdong Province's. Currently, Shenzhen-made underwear accounts for 80% of the domestic high-end underwear market. Out of every 10 branded underwear items, eight are made in Shenzhen.

Time: Through March 27

Add: Shenzhen Convention & Exhibition Center, Futian District

Metro: Line 1 or 4 to Convention & Exhibition Center Station (会展中心站), Exit D