JD Brings London Fashion Week Digital to China Exclusively

JD Brings London Fashion Week Digital to China Exclusively

by Rachel Liu

JD is collaborating with the British Fashion Council (BFC) this month to launch digital London Fashion Week (LFW) exclusively in China. LFW September 2020 will run from September 17th to 22nd, with both digital and physical events. This initiative follows the partnership with LFW in June, and marks a deepened partnership between JD and the BFC.

JD will become the official digital hub of the LFW digital platform in China. All content will be available for free.  Designers on the LFW schedule whose products are available on JD will see their content launched on the JD platform simultaneously with the schedule. Brands that will showcase their runway highlights on JD include Christopher Kane, Erdem, Vivienne Westwood and more. Customers will also be able to shop the collections on JD while watching the digital content.

“Many fashion brands and events in the industry are looking for digital transformation this year due to the impact of COVID-19. Since the beginning of 2020, we have welcomed many brands to launch stores on JD to expand their online presence. We are pleased to deepen our partnership with the BFC to provide more diversified solutions for international designers and brands to reach Chinese consumers,” said Kevin Jiang, president of International Business, JD Fashion and Lifestyle.

Following a successful collaboration during LFW in June, LFW Ambassador Mr. Hu Bing will again create three films to highlight key British brands with flagship stores on JD, including Anya Hindmarch, Church’s and Preen by Thornton Bregazzi. In the films, Hu Bing discusses with the designers the inspiration for their new collections, practical styling tips and their experience during COVID-19.

Successful British brands that have already launched on JD, including A-COLD-WALL*, Pringle of Scotland, Kent & Curwen, Gieves & Hawkes, Mulberry, Paul Smith, Aquascutum, Christopher Kane and Smythson will be shown on the LFW page on JD with links to their JD flagship stores.

JD has been working with the BFC to support the British designers and fashion industry. This June, JD invited three iconic British brands, A-COLD-WALL*, Paul Smith, and SMYTHSON, who all have flagship stores on JD, to have conversations with Hu, and launched the videos on JD to increase the brands’ exposure in China. This May, JD participated in the judging for the recipients of the “BFC Foundation Fashion Fund for the Covid Crisis”, to support creative fashion businesses and individuals during the COVID-19 pandemic.

 

(liuchang61@jd.com)

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