Fashion reaction: ‘See now, buy now’
For the first time in China Fashion Week, “see now, buy now” has become a reality. In collaboration with JD.com, one of the largest business-to-consumer retailers in China, the shows on Wednesday adopted the new model, which allows the customers to buy the garments online at the same time as they are paraded on the runway.
As a sponsor for the event, JD.com presented G-star RAW, a Dutch brand that specializes in jeans, US fashion label Dickies and Chinese designers Pollyanna Keong and Han Dongyang.
G-Star offered a limited edition of jeans for JD.com, in celebration of its 25th anniversary. Dickies showed a collection in collaboration with skateboard brand Thrasher.
Keong, who is best known for her design in the popular TV drama Ode to
Joy, showed a collection inspired by futurism and romance. The collection matches feminine skirts with sporty jackets for a chill look.
As a young designer, one of the biggest challenges is to be seen and to be accepted by the market, says Keong.
“This is a very good opportunity for us to be seen and to sell,” she says.
Han showed a collection inspired by the late Mexican artist Frida Kahlo, featuring structured coats with bright colors.
“This collection is about the confidence and independence of women. A modern woman has to stick to her true self and has her own attitude,” says Han.
The shows were also live broadcast via various platforms.
Technology is transforming the fashion industry with new scenarios, says Ding Xia, director of the apparel division of JD.com.
The platform has been supporting local talents since 2015, and it will continue to introduce more exclusive collections for its customers, who are increasingly looking for uniqueness, says Ding.
Zhang Qinghui, chairman of the China Fashion Association, says: “The collaboration will help original designers to have more business opportunities and is essential to the development of local brands.”