Zemira Xu

An expert in developing China’s homegrown fashion businesses, Zemira Xu is the founder of Tube Showroom and parent company Dia Creative Communications. Xu worked in luxury PR and marketing for a decade before helping Carla Sozzani launch 10 Corso Como Shanghai, as head of communications. She cites Sozzani as her inspiration for both Tube Showroom and Dia Creative Communications, which she launched in 2014, to help Chinese designers get a running start through services including branding, communications and wholesale strategy.

Through the ventures — which have helped the likes of Shushu/Tong, Calvin Luo and Xu Zhi hit the global fashion stage — Xu has cemented Tube as one of the country’s most prominent showrooms, and her own expertise as an advisor to young and emerging local labels amid Shanghai's rise as a global fashion capital. In 2023, Xu launched Dia Underground, a 24,750 square foot experiential retail space in the basement of Shanghai mall Xintiandi Style II, which housed over 30 brands. She has a bachelor’s degree in business administration and international accounting from Shanghai University of Finance and Economics.