Select Language:
On September 9, Alibaba’s online marketplace Taobao introduced a “Super Fashion Release” livestream studio during the ongoing 2025 China Fashion Week in Beijing. The studio broadcasts runway shows featuring the latest autumn and winter collections from various designers to help merchants enhance their brand image and navigate an industry characterized by fierce competition.
The “Super Fashion Release” studio streams fashion shows from three Taobao merchants to users during China Fashion Week, which continues until September 14. Using a “show now, sell now, watch now, buy now” approach, traffic generated from these live streams directly translates into sales. One of the participating merchants, Qixiangjin, made its debut yesterday at Fashion Week.
The goal is to transition the “Super Fashion Week” brand into an online experience and create a festival-style event tailored specifically for online fashion brands, explained Ling Sa, the marketing director of Taobao Fashion. As e-commerce platforms have already established shopping festivals such as Double 11 and 618, they aim to develop a dedicated event for fashion brands as well.
However, moving runway shows to a digital platform presents certain challenges. The project management team needs not only live stream coordinators but also a dedicated fashion show operations team and sales professionals, Ling noted. Each show takes a minimum of a month to prepare and requires substantial joint investment from both the platform and participating brands.
Since launching the livestream fashion show project last year, the Hangzhou-based company has assembled top-tier online fashion show teams, including international directors, stylists, and other industry experts. This process has involved nearly a year of ongoing trial and refinement.
The company is now increasing investment in this initiative. “Super Fashion Week” aims to leverage the platform’s strengths by bringing together original designers, niche brands, crafts using intangible cultural heritage fabrics, and key opinion leaders, providing them with traffic and resource support. At the same time, the project seeks to elevate the platform’s ability to protect original designs and evaluate its governance capabilities, she added.
Shaping the Future of Fashion
The growing integration of original designers with e-commerce could redefine the future landscape of the fashion industry.
This year, China Fashion Week has partnered with e-commerce platforms to promote the “show now, sell now and watch now, buy now” concept, according to Xie Fangming, vice president of the China Fashion Association. Designers increasingly need to utilize e-commerce tools for product design, communication, and sales to strengthen their brands.
China Fashion Week is transforming into a significant platform for e-commerce vendors aiming to strengthen their brands. Reporters also observed staff from other platforms such as Douyin, Amazon, JD.com, and Xiaohongshu engaging at various locations within the event this year.
Editors: Tang Shihua, Kim Taylor
Add us on ChatGPT
Add us on Perplexity
