Hoping to tap the ecommerce giant's large consumer base, H&M hosted a fashion show in Shanghai to promote its latest line that let viewers purchase the wares immediately

H&M made its first appearance on Super Brand Day with the e-commerce giant, Tmall, after a live fashion show in Shanghai. The fashion show presented pieces from H&M's Studio A/W 2018 and featured appearances by several Chinese super stars including actress Rayza, model Ju Xiaowen and pop star Wang Ziyi.

Along with featuring celebrities on the runway, the famous and influential mixed in the crowd—around 1,000 people were in attendance for the show, which was live-streamed on Tmall, and the outfits featured on the runway sold out in minutes.

This partnership between H&M and Tmall is intended to increase the ecommerce site’s visibility while also fostering additional business at H&M’s 400 Chinese locations. H&M’s Tmall shop has increased its 4 million followers, on a daily average, by 250,000 since the launch and show.

Tmall

H&M


Lead image: H&M store in Shenzhen stock photo from Sorbis/Shutterstock

H&M made its first appearance on Super Brand Day with the e-commerce giant, Tmall, after a live fashion show in Shanghai. The fashion show presented pieces from H&M's Studio A/W 2018 and featured appearances by several Chinese super stars including actress Rayza, model Ju Xiaowen and pop star Wang Ziyi.

Along with featuring celebrities on the runway, the famous and influential mixed in the crowd—around 1,000 people were in attendance for the show, which was live-streamed on Tmall, and the outfits featured on the runway sold out in minutes.