SHANGHAI — The Tmall Global Fashion Show will see 80 brands from around the world participate in an eight-hour, live-streamed fashion show, in which every product will be available for preorder immediately through the Tmall web site and app.
The event on Sunday in Shanghai will also serve as the kick-off for the weeks-long promotional activities leading up to Singles’ Day on Nov. 11 — traditionally China’s biggest consumption event of the year.
Brands including Burberry, Trussardi, Paul Smith and La Perla will be shown on the runway, while Maserati, Guerlain, Rimowa, Vidal Sassoon and New Balance will use the event to introduce new product lines to the Tmall platform.
Celebrities in attendance will include Nick Wooster and photographer Tommy Ton and the event will be live-streamed on Mobile Taobao, Tmall.com and Youku — a video streaming platform acquired by Alibaba in 2015.
Preorders placed during the show will be executed on Nov. 11 during the 11.11 Singles’ Day shopping festival.
Prior to the main live event, Elle, Tmall and trend forecaster WGSN will release a report about lifestyle trends, while China’s leading research firm CBNData will unveil its report on global shopping trends — gleaned from Alibaba’s already large and growing data collecting operation.