Chinese Whispers: Tmall Joins Paris Fashion Week with “See Now, Buy Now“ And More

In “Chinese Whispers,” we share the biggest news stories about the luxury industry in China that have yet to make it into the English language. In this week’s edition, we discuss:

  • Tmall is about to bring Chinese Fashion to Paris with “see now, buy now” model
  • Lancôme appoints Chris Wu to be brand ambassador for Asia Pacific
  • Icicle debut first oversea boutique on Avenue George V in Paris

Tmall bring Chinese Fashion to Paris Fashion Week with “see now, buy now” model – WWD China

On September 21, Tmall announced it would bring its ’China Cool’ themed show from New York to Milan, with the debut of two homegrown designer brands, Yirantian and Shushu/Tong. Christina Fontana, head of European brands and luxury for Alibaba told WWD China: “By showcasing Chinese brands in Italy, they can build relationship with leading brands, company and manufactures, and help promote the entire industry.” Tmall will also bring its “see now, buy now” model to Paris Fashion Week, allowing consumers to shop runway show piece directly at the convenient from their phone.

Lancôme appoints Chris Wu to be brand ambassador for Asia Pacific – Fashion Business Daily

On September 25, Lancôme, under L’Oréal group, announced singer, rapper Chris Wu would be the very first brand ambassador for the Asia Pacific region. By the time of publishing, the official announcement has been forwarded on Weibo for than 19,7000 times, with 15,000 comments and 101,000 likes. The relevant hashtag #chriswuambassdorforlacome went viral. Wu’s fans showed support by sharing a receipt from a Lancôme product. This was interpreted as Lancôme’s strategy to freshen brand image, as China CEO Ma Xiaoyu has claimed that she wishes the brand to be the very first high-end skincare brand for the post-95 generations. Previously, Kris Wu is appointment brand ambassador of Louis Vuitton’s menswear, signaling the brand’s venture into streetwear.

Icicle debut first oversea boutique on Avenue George V in Paris – Jiemian
On September 24, the Chinese high-end contemporary brand Icicle debuted their store on Avenue George V, the famed high-end shopping street in Paris, with brands like Louis Vuitton and Hermès. Designed by Belgian architect Bernard Dubois, Icicle’s new store in Paris is an investment to reach Western shoppers. Icicle also built a multicultural office team in Paris to continue the internationalization of the company. While most professionals may know this Chinese brand as the parent company of French label Carven, Icicle is well known in China with 270 stores.

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