JD.com, Inc and the British Fashion Council in a major two-way partnership

Modern fashion weeks are much more than just catwalk shows and additional elements such as consumer initiatives, retailer tie-ups and commercial agreements are equally important.

On Friday, the British Fashion Council and JD.com (also known as Jingdong) announced a new partnership, “which aims to enhance the presence of British and international fashion brands in the Chinese market and create a global platform for Chinese and Asian designers.”

We were told that the connection will be made ““Leverage JD.com’s advanced e-commerce infrastructure and broad consumer reach to help British and global fashion brands navigate the complexities of the Chinese market.”

The company and the BFC added that the partnership will also support JD.com's “continued efforts to promote Asian fashion brands and designers on the global stage.” As the official Asian online retail partner of London Fashion Week in September 2024, [it’s] “showcasing the immense talent emerging from China and Asia at London Fashion Week this season.”

What this means in practice is Jingdong Fashion's 'Red Journey' catwalk show featuring collections from four brands: Hazzys, Ellassay, Marisfrolg and Pure Tea in a show at London's Somerset House.

And from now until October 3, JD.com will also feature a dedicated London Fashion Week page on its app, promoting international fashion to its 600 million customers.

That kind of link is very valuable for LFW given the importance of JD in the Asian market, and specifically in the Chinese one. The platform currently has representing over 90% of the world's most recognizable luxury brands including Louis Vuitton, Gucci, Burberry, Mulberry, Bottega Veneta and more.

Last year, JD.com expanded its luxury portfolio to include partnerships with brands such as Saint Laurent, Balenciaga, Moncler and Alexander Wang, among others. It also introduced several modern streetwear brands.

Caroline Rush, Chief Executive of the British Fashion Council, said: “This partnership offers our emerging designers and brands a platform that facilitates more seamless collaborations across borders, but also amplifies their exposure in the crucial Chinese market. We look forward to seeing what this partnership holds and working together to foster continued collaboration between the UK and China markets.”

Sherrin Kong, President of Jingdong Fashion, added: “The strength of JD.com’s logistics network and our cutting-edge e-commerce solutions have made us the partner of choice for international fashion brands looking to succeed in China. By leveraging our strong supply chain capabilities, we are excited to deepen our partnerships and continue our role as a gateway connecting the global fashion community with Chinese consumers. This partnership with the British Fashion Council exemplifies our commitment to bringing a diverse array of global fashion perspectives to China and, in doing so, supporting the dynamic exchange of fashion culture and innovation.”