Modern fashion weeks are about so much more than just runway shows and extra such as consumer initiatives, retailer link-ups and business deals are equally important.

On Friday, the British Fashion Council and JD.com (also known as Jingdong) announced the latter with a new partnership, “which aims to enhance the presence of British and international fashion brands in the Chinese market and create a global platform for Chinese and Asian designers”.

We’re told the link-up will “leverage JD.com’s advanced e-commerce infrastructure and extensive consumer reach to help British and global fashion brands in navigating the complexities of the Chinese market”.

The company and the BFC added that the partnership will also support JD.com’s “ongoing efforts to promote Asian fashion brands and designers on the world stage. As the Official Asian Online Retail Partner for London Fashion Week September 2024, [it’s] showcasing the immense talent emerging from China and Asia at London Fashion Week this season”.

What that means in practice is the Jingdong Fashion ‘Red Journey’  catwalk that features collections from four brands: Hazzys, Ellassay, Marisfrolg and Pure Tea in a show at London’s Somerset House.

And from now until 3 October, JD.com will also feature a dedicated London Fashion Week page on its app, promoting international fashion to its 600 million customers.

That kind of link-up is hugely valuable to LFW given the importance of JD in the Asian — and specifically Chinese — market. The platform currently has representation from over 90% of the world’s most recognised luxury brands, including Louis Vuitton, Gucci, Burberry, Mulberry, Bottega Veneta and more. 

In the past year, JD.com has expanded its luxury portfolio to include partnerships with brands including Saint Laurent, Balenciaga, Moncler and Alexander Wang, among others. It has also introduced a number of modern streetwear labels.

Caroline Rush, CEO of the British Fashion Council said: “This partnership provides our emerging designers and brands with a platform that facilitates smoother collaborations across borders but also amplifies their exposure in the crucial Chinese market. We look forward to seeing what the partnership has in store and to working together to encourage continued collaboration between the UK and Chinese markets.”

And Sherrin Kong, president of Jingdong Fashion, added: “The strength of JD.com’s logistics network and our cutting-edge e-commerce solutions have made us the partner of choice for international fashion brands looking to succeed in China. By leveraging our robust supply chain capabilities, we are excited to deepen our partnerships and continue our role as a gateway connecting the global fashion community with Chinese consumers. This partnership with the British Fashion Council exemplifies our commitment to bringing a diverse array of global fashion perspectives to China and, in doing so, supporting the dynamic exchange of culture and innovation in fashion.”