E-commerce giant JD worked with the British Fashion Council to launch a digital version of London Fashion Week (LFW) exclusively in China. LFW 2020 is running from September 17 to 22 with both digital and physical events.
More than 87 clothes and accessories designers hosted 49 online launch events, 7 offline events and 22 combined online and offline events.
JD has become the official digital hub for LFW with all content being offered for free. Customers were able to shop the collections on JD while watching the digital content. Brands that showcased their runway highlights on JD include Christopher Kane, Erdem and Vivienne Westwood.
This is part of JD’s 3 year partnership with British Fashion Council to help British brands, including fashion supply chain and designers, to enter the Chinese market and provide a platform for them. British brands that have already successfully launched on JD include Pringle of Scotland, Kent & Curwen, Gieves & Hawkes, Mulberry, Paul Smith, Aquascutum, Christopher Kane and Smythson. They will also be shown on JD’s LFW page with links to their flagship stores.