“Tmall China Cool” will hit the runways at New York Fashion Week in September.
Alibaba Group’s Tmall, China’s premiere business-to-consumer platform for brands and retailers, has teamed with New York Fashion Week: The Shows. The partnership will bring top and emerging Chinese designers to NYFW this fall, as part of Tmall’s commitment to cultivate fashion talent and the growing creative culture in China.
As an official partner of NYFW: The Shows, Tmall will provide an important platform for Chinese designers to showcase their collections at Spring Studios in New York as part of “Tmall China Cool.” Tmall also plans to unveil partnerships and activations for Paris Fashion Week and Milan Fashion Week this year.
“We are always looking for opportunities to reach new audiences through NYFW: The Shows. Tmall’s position as the leading b-to-c e-commerce platform in the China market is unrivaled,” said Jennifer Taylor, vice president, global consulting and business development with IMG’s fashion group. “We are looking forward to partnering with Tmall to bring ‘Tmall China Cool’ to NYFW this September, delivering a fresh lineup of new talent and experiences to New York’s fashion industry.”
Jessica Liu, general manager of Tmall Fashion & Luxury, said, “In joint partnership with NYFW: The Shows, Tmall will continue to champion talented brands and young designers in one of the most important fashion centers in the world. Chinese consumers are increasingly experimental and individualistic. They are driving this rising trend of ‘China Cool,’ where designs are focused on emphasizing authenticity and heritage. We are proud to support Chinese designers in their growth and contribution to new global trends.”
James Lin, head of fashion in North America for the Alibaba Group, added, “While China used to look to the West for the latest in fashion and design, we are seeing the phenomenon of ‘China Cool,’ as young creators incorporate authentic and traditional Chinese elements into their designs, setting major fashion trends in China.”
The executives involved declined to specify how many Chinese designers will participate, whether they will show on the runway or in presentations, and what activations are involved. That information will be revealed at a later date.
Tmall has been collaborating with NYFW: The Shows since 2017. As reported, September’s three-pronged “China Day” event included three runway shows from Chinese designers never before seen in New York; a pop-up shop within Opening Ceremony on Broadway, and a media conference, discussion and fashion showroom spotlighting the three designers — held at Spring Studios.
The three designers featured by Tmall represented modern Chinese women’s wear — Particle Fever, JNBY and Angel Chen. Tmall also supported them with advanced technology and tools, including a see-now-buy-now format that allowed consumers in China to purchase select items straight from the runway at NYFW as they viewed the show. The pop-up market within Opening Ceremony’s New York store showcased popular Chinese brands that are riding the “China Cool” trend, ranging from the tradition medicine maker Yunnan Baiyao to the revived century-old beauty brand Shanghai Vive.
The first China Day NYFW event was held in February 2018 and focused on men’s fashion.
A large number of international and Chinese brands and retailers have established storefronts on Tmall, which was launched in 2008. In the 12 months ended March 31, Tmall was the largest third-party online and mobile commerce platform for brands and retailers in the world in terms of gross merchandise volume, according to Analysys, and continues to grow quickly.