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Tmall continues collaboration with NYFW: The Shows

Aug '19
Pic: Alizila
Pic: Alizila
Alibaba Group’s B2C e-commerce platform Tmall is carrying forward its collaboration with New York Fashion Week: The Shows. Aiming to promote fashion talent in China, Tmall will bring both established brands and emerging designers to the annual event under the banner “Tmall China Cool.” There will be Chinese brands and designers with their collections.

“In joint partnership with NYFW: The Shows, Tmall will continue to champion talented brands and young designers in one of the most important fashion centres of the world,” said Jessica Liu, general manager of Tmall Fashion and Luxury.

Liu said the platform sees “China Cool” as a growing trend in China, marked by designs that focus more on heritage and authenticity and driven by consumers who are “increasingly experimental and individualistic.”

Jennifer Taylor, vice president of Global Consulting and Business Development at entertainment company IMG’s fashion business, which oversees the fashion week event, expects the partnership to bring a fresh line-up of new talent and experiences to New York’s fashion industry.

“We are always looking for opportunities to reach new audiences through NYFW: The Shows,” said Taylor. “Tmall’s position as the leading B2C e-commerce platform in the China market is unrivalled.”

Their partnership started in 2017. Since then a series of initiatives have been rolled out to showcase Chinese talent at New York Fashion Week, while helping US designers break into the burgeoning fashion market in China. In 2017, Tmall featured American brands GREY Jason Wu, Opening Ceremony and Robert Geller in its annual fashion extravaganza – a major “See Now, Buy Now” runway show held in the run-up to Alibaba’s 11.11 Global Shopping Festival – giving their latest clothing lines first-time exposure to Chinese customers who visit Alibaba’s platforms.

As part of the partnership, three Chinese designer labels – sportswear brand Particle Fever, Hangzhou-based JNBY and indie designer Angel Chen – debuted their new collections at NYFW: The Shows last September. (SV)

Fibre2Fashion News Desk – India

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