Novomania 2013 launches its fourth edition; it's the best yet with some refreshing new labels and returning brands, coupled with the supporting NEWGEN talent from China for its next edition - a meeting place where business is paramount.

Under this year's theme of 'THE CLOUD,' over three days, Shanghai Mart will be transformed into a fashion cloud.

Covering a total of 19 countries and regions including France, Italy, Spain, Portugal, Russia, Germany, Brazil, UK, Sweden, Holland, Belgium, USA, Australia, Japan, Korea, Philippines, Mainland China, Taiwan, and Hong Kong showcasing over 100 brands in total, Novomania is the only tradeshow in China showcasing this many international brands.

As Guilherme Faria, General Manager of UBM Novomania comments, "Novomania is a place where fashion meets opportunity, China meets the West, and business happens. We are proud to present China's fashion capital to some of the world's premium labels in Novomania's five fashion areas to help the ongoing transformation of China's fashion market."

Those five fashion areas at Novomania are: Denim & Urban, Fashion & Chic, Sports & Street, Shoes & Accessories, and Contemporary & Premium. There is also Innovation & Retail Services – highlighting why Novomania is a must visit!

Nana Lee, Director of LIE by Lie Sang Bong says, "We have high hopes for Novomania as it will be the new platform for our collection to get into the Chinese premium market. I am excited to meet great people there and our Chinese buyers don't need to come to Paris or New York to meet us anymore. We will meet you at Novomania!"

New to this edition, Novomania will be supporting NEWGEN and new talent, firstly, the Independent Chinese Designers area: new to the show this year and an exciting arena with so many talented Chinese designers emerging from China, Novomania is supporting Chinese designers and engaging people to support and respect original design at Novomania.

Secondly, the aptly named, "Future Fashion China -- Colour & Trends in 10 years' time," UBM Novomania, together with ALMAX, will host The ALMAX -- Novomania Mannequin Painting / Decoration Competition to present collections of mannequins created and dressed with art by young fashion designers who are graduate students from Chinese universities.

They will show the interaction of individual design elements in every aspect as part of future trends. The purpose of the competition is to discover the core element of fashion that inspires future Chinese fashion designers.

Visitors and exhibitors at Novomania can pick the best design by way of the new Novomania App (more on this later) and the winner will be announced will on 19th of July, 11:30 am at The Fashion House.

The Fashion House: Novomania Runway Show is where we invite you to come in and take a look at the up-and-coming collections of a handful of selected exhibiting fashion brands including the first ever catwalk show from Joe's Jeans and Suecomma Bonnie in China; they will be joined by MANGO, UR, and Bench Body.

The Seminar House: Together with Linver Insights, we have put together a "must listen" two day seminar entitled "2013 Innovative Retail Property event" covering topics such as building effective bridges between commercial projects and emerging fashion brands; new business projects in China; and addressing the actual investment needs for future projects and concepts.

WGSN will also be showcasing their forthcoming trends report covering 3D work wear, summer rustics, patterned constructions, and premium sportswear – a definite must for any fashion label.

The APP: Keep fully up to date with all that is going on at Novomania with the new App; helping you find your way to the exhibitors you wish to visit, fashion shows, and learn more about the fashion labels at Novomania, seminars, talks, and exciting activities from exhibitors.