The British Fashion Council (BFC) has entered into a new partnership with JD.com, also known as Jingdong, to boost the presence of British and international fashion brands in the Chinese market. This collaboration aims to enhance the visibility of Chinese and Asian designers by creating a global platform for them.

Leveraging JD.com’s advanced e-commerce infrastructure and vast consumer reach, the partnership will assist British and global fashion brands to navigate the complexities of the Chinese market. Additionally, it will strengthen JD.com’s role in promoting Asian fashion on the world stage, with the platform serving as the Official Asian Online Retail Partner for London Fashion Week (LFW) in September 2024.

From now until October 3, JD.com will also feature a dedicated London Fashion Week page on its app, promoting international fashion brands to its 600 million users. This kind of exposure will prove invaluable for LFW, given JD.com’s influence in the Asian market, particularly in China. The platform currently represents over 90 per cent of the world’s most renowned luxury brands, such as Louis Vuitton, Gucci, Burberry, Mulberry, and Bottega Veneta.

In the past year, JD.com has expanded its luxury portfolio with partnerships including Saint Laurent, Balenciaga, Moncler, and Alexander Wang, while also introducing various modern streetwear labels to its offering.

Caroline Rush, CEO, British Fashion Council, states, the partnership provides emerging designers and brands with a platform to facilitate smoother cross-border collaborations and increase their exposure in the crucial Chinese market.

Sherrin Kong, President, Jingdong Fashion, adds, the partnership demonstrates JD.com’s commitment to connect the global fashion community with Chinese consumers and foster a dynamic exchange of fashion culture and innovation.

This collaboration marks a significant step in bridging British and global fashion brands with the growing Chinese market.