On September 15th, JD.com Fashion, in partnership with the British Fashion Council, brought top Chinese brands such as HAZZYS, Ellassay, Marisfrolg, and Pure Tea to the international fashion stage. In addition to these well-known labels, JD.com introduced China’s original fashion brands, including the ethnic embroidery brand Gu A Xin, representing Chinese heritage fashion, to a global audience.
JD.com also enhanced the consumer experience by offering an “immediate buy” option, allowing viewers of the runway to instantly purchase featured collections on their app.
The theme “Meet Red” highlighted China’s traditional color, blending it with modern fashion to express elegance and energy. Gu A Xin, a brand known for preserving and promoting the Miao embroidery tradition, stood out, showcasing the rich beauty of China’s heritage. With its partnership, JD.com helped Gu A Xin and other Chinese brands debut on this global stage, fostering a bridge between Chinese and Western fashion cultures.
JD.com is continuing to expand its influence in the global fashion industry by empowering traditional Chinese craftsmanship like Miao embroidery to shine on the international stage. With an investment of 10 billion yuan to develop its fashion sector, JD.com has partnered with prominent organizations, including People’s Daily New Media and the China Fashion Association, to launch the “Let the World See Chinese Beauty” initiative in 2024. This program aims to support Chinese original designers and brands, with Gu A Xin being a key representative.
As part of this initiative, Gu A Xin, a brand known for preserving and revitalizing Miao embroidery, presented its exquisite craftsmanship at London Fashion Week, sharing the beauty of Chinese traditional culture with a global audience. The partnership underscores JD.com’s dedication to promoting Chinese heritage fashion and expanding the influence of original Chinese brands internationally.
JD.com continues to integrate its technological and supply chain strengths to create a seamless shopping experience and provide opportunities for both Chinese and international brands to thrive. This strategy not only helps Chinese brands like Gu A Xin reach new global markets but also facilitates international fashion brands entering the Chinese market, unlocking new growth opportunities for both sides.