UBM Asia has acquired a controlling stake of 60 percent in Novomania, a Chinese young fashion show that resembles in many ways Bread & Butter in Berlin. Based in Hong Kong, UBM Asia is the Asian subsidiary of United Business Media (UBM) of the U.K. and has 12 agencies in China, where it organizes about 60 trade shows each year. Besides the APLF show and Fashion Access in Hong Kong, it runs Moda Shanghai and the China International Footwear Fair (CIFF). UBM will place its large staff and its huge database at the disposal of Novomania to expand further. The show's schedule has already been postponed from March to July 17-19, taking place right after Bread & Butter at the Shanghai Mart, in the economic development zone of Hongqiao. It is expected to feature at least 180 exhibitors, mostly from Europe, grouped into five areas: Denim, Fashion & Chic, Sport & Street, Shoes & Accessories, and Contemporary.

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