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China and the US fashion industry have long been intertwined, but the collaboration between a Chinese E-commerce giant, a Shanghai-based fashion management company and the Council of Fashion Designers of America, CFDA, has taken the partnerships to a new level during this year’s fashion week.
"I think the perception in the United States is that China is a manufacturing country. I don't think there is a high level of understanding of the creativity that exists there,” Steven Kolb, president of the CFDA, shared with CGTN.
People taking selfie with Tmall mascot.
“So for us, it's really to elevate creativity to bring Chinese creativity to New York, expose designers to the American industry," Kolb said.
Four Chinese brands focusing on menswear took the spotlights and were chosen to be a part of the first China Day events, which included sportswear giant Li-Ning. "We really want the world to see that we are using our hearts in our designs and our innovation and the breakthrough, so we can bring the brand to an international stage," said Feng Ye, general manager of E-commerce of Li-Ning.
The major revolutionary change is to capitalize on the “See Now, Buy Now” movement. The garments seen on the New York runway were immediately available on Tmall after the show.
"We know there are a lot of trendy elements. It will also be accepted by foreigners. So we also hope that foreign consumers can like them and can purchase them through our platform," said Jessica Liu, president of Tmall Fashion and Luxury.
Audiences of the fashion show.
The collaboration does not only allow Chinese brands to shine on global stage, but also introduce more American designers to Chinese consumers and expand their customer base. Working with Tmall will allow the American designers to have a better understanding of how Tmall works.
"My guess is that many designers are going to see the value of Tmall and what they can do to reach a Chinese consumer through Tmall so it's a great opportunity,” Kolb said.
This first China Day was all about the men.
Womenswear, a much bigger and high profile market, will take center stage at the next New York Fashion Week China Day this upcoming September.
(CGTN)
