As part of the China Cool initiative, Tmall featured selected Chinese designers at PFW.
Chinese marketplace Tmall held the final show of the China Cool tour at Paris Fashion Week, one of the most prestigious events in the fashion world. Fashion brands selected by Tmall, including Shanghai-based contemporary womenswear label Eifini and multi-brand retailer Peacebird, showcased designs that successfully combined traditional Chinese influences with modern fashion trends. The last show of the tour with the Spring-Summer 2020 collections took place as part of PFW at the Hotel Salomon de Rothschild.
For Eifini, which is celebrating its 20th anniversary in 2020, this China Cool show was the first ever outside of China. According to the founder of the fashion house, Qian Xiaoyun, it's time to become more international at a time when consumers are demanding more fashionable and personalized products, and Chinese designers are becoming more creative.
Previously, as part of the China Cool initiative, Tmall introduced selected Chinese designers to the world's major cities associated with high fashion. The main goal of the project is to promote fashionable local designers both at home and in world markets. The company notes that the trends within the fashion project are especially close to the audience, which is becoming "more and more experimental and individual in its preferences."
“China Cool is our vision for global fashion,” said Jessica Liu, Head of Tmall Fashion and Luxury at Alibaba Group. “We chose new and already well-known brands that could have real international appeal. We have a unique role to play in this space and can be of great value in promoting China Cool globally.”
A division of the Chinese marketplace Tmall Trend Center also came up with a number of forecasts that should help global designers predict consumer preferences in the short term. Designers and brands that have participated in previous China Cool shows in New York and Milan have used the data to create their new collections. Tmall plans to expand its forecast to more global brands to help them better navigate the rapidly changing and evolving Chinese fashion market.