IMG, owner and producer of New York Fashion Week: The Shows is broadening the event’s scope by partnering with Alibaba Group’s Tmall to stream all its September shows and digital content from NYFW.com to China, beginning the week of Sept. 21.
“Alibaba is the perfect partner to introduce American fashion brands to new consumer audiences in China and around the world,” said Jennifer Taylor, vice president, global consulting and business development with IMG’s fashion events and properties group.
Asked what kind of response she’s received from their participating designers about a China collaboration, she said, “All of the work the industry has been doing in supporting American designers this season has been very well received.” “Through this partnership, we aim to bring the energy and excitement of New York Fashion Week: The Shows to our viewers in China. Iconic and emerging American brands are already seeing great success in China through their flagships on Tmall and we look forward to working with even more American designers to help them expand their global footprint,” said James Lin, Alibaba’s group head of fashion for North America.
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