URBAN REVIVO: Leading Change in Global Fast Fashion Trends

On September 23, 2025, URBAN REVIVO (UR), a frontrunner in China's fast fashion scene, partnered with Tmall for an extraordinary event—its third Super Brand Day fashion gala held at Shanghai's 1862 Fashion and Art Center. Breaking free from customary fashion show norms, UR curated an avant-garde show that harmoniously fused global music and fashion.

This event marked a pivotal moment, as UR was officially recognized by Euromonitor International as China’s top brand in both retail sales and store count for trend-setting fast fashion—a phenomenal achievement in just 19 years. UR's success symbolizes a significant milestone, showcasing it as the first Chinese fast fashion brand to surpass established international brands not just in local popularity but also in key sales metrics.

Redefining the Retail Experience

UR’s ascent to the top positions is attributed to its inventive strategies that transcend traditional fast fashion paradigms focused on speed and imitation. The brand emphasizes a dual approach: visionary design complemented by customized shopping experiences. This shift represents a critical change in how consumers interact with fashion, steering focus from mere mass production to creativity and value-driven results.

Since its inception in 2006, UR has aimed to embody “play fashion”, adeptly interpreting and catering to the fashion sensibilities of Chinese consumers. The brand operates two design centers—one in Asia and another in Europe—comprising a global team of over 500 designers. This setup not only fosters artistic collaboration but also allows UR to innovate product lines tailored for the European and American markets.

Emphasizing a departure from the conventional, standardized store concept, UR integrates luxury flagship stores with bespoke, localized designs, offering each location a distinctive identity. With more than 400 stores globally, UR strategically crafts each venue to serve as a unique fashion destination, accounting for factors like site selection, architectural design, product selection, and display aesthetics. This cohesive environment enhances customers' emotional connections with the brand, elevating perception and engagement.

A Gait to Global Expansion

Achieving the title of China's leading fast fashion brand is merely the commencement of UR's ambitious journey. The brand aspires to reshape the global fast fashion landscape, intertwining its innovative DNA with an international perspective. UR continues to forge its path through methodical international expansion, highlighted by the recent inauguration of its flagship store in New York's SOHO district and openings in London’s bustling business hubs.

These efforts signal UR's commitment to infiltrating mainstream global fashion markets, transitioning from a brand-centric globalization strategy to one deeply integrated with local cultures. As of now, UR has successfully expanded its footprint across various regions, including the United Kingdom, United States, Singapore, Malaysia, Thailand, and the Philippines, operating over 20 stores abroad and establishing a robust online sales network stretching across Europe and North America.

UR's recognition as China’s most prominent fast fashion brand has set the stage for its exportation of a new, innovation-driven approach to the global market.

With each step forward, UR transforms multidimensionally—from a brand-focused entity to one that emphasizes aesthetic globalization and a comprehensive business model. By merging global design philosophies with local cultural nuances, UR is setting new standards for fashion brands aiming to resonate across diverse markets.