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JD hosts shows from first digital London Fashion Week with British brands

JD has hosted shows with British brands to support the first digital London Fashion Week.

Three British brands joined, all of which have flagship stores on JD: A-Cold-Wall*, Smythson, and Paul Smith. The ambassador of London Fashion Week, Hu Bing, was invited to interview the three brands about the latest British fashion insights and products as well as their collaboration with JD.

Smythson and A-Cold-Wall* are two of the latest brands to join JD this year. Launched on JD last month, the luxury menswear label A-Cold-Wall* has gained popularity among young Chinese customers with “strong aesthetic style” referencing architecture, brutalism and modernity. 

Regarding the collaboration with JD Luxury, founder and creative director of A-Cold-Wall* Samul Ross said: “What we expect from the collaboration is to showcase the essence of A-Cold-Wall* and also to introduce more menswear offerings with this collection.”

Smythson joined JD earlier this year and is known for its luxury leather goods and accessories. “Smythson has attached greater importance on online and e-commerce platforms after the Covid-19 outbreak,” said Luc Goidadin, the brand’s creative director.

Meanwhile, the British fashion brand Paul Smith recorded a rapid increase in sales during JD’s Jun 18 Shopping Festival. 

The launch of shows by JD with the digital London Fashion Week will also help the three brands improve their recognition among JD customers in the China market.

  • Top image: Hu Bing, by HB Studios.

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