French brand Alaïa opened an online flagship store on Tmall Luxury Pavilion, becoming the latest Richemont-owned label to join the platform. This follows Alaïa’s first physical store opening in mainland China in Beijing last month. Under Creative Director Pieter Mulier, Alaïa has gained popularity through social media hits like its fishnet ballet flats and Le Coeur bag, landing on Lyst’s quarterly hot brand list for eight consecutive seasons. Tmall Luxury Pavilion hosts over 200 official stores. During Singles’ Day (Double 11), brands including Balenciaga and Burberry reported strong double-digit growth.