HANGZHOU — More than four million people tuned into Alibaba’s fashion showcase on Thursday night held at the historic Broken Bridge across the West Lake. The live-streamed see-now-buy-now event on Taobao highlighted dozens of brands over an hour-and-a-half-long show — including Chalayan, Koche, Chen Peng, Particle Fever, Li-Ning, Kappa and Ban Xiaoxue — with many of the labels creating limited-edition products for the night.
It’s the second year Alibaba has added this fashion show component to coincide with its annual Taobao Maker Festival, which highlights the most creative storefronts on the company’s C2C marketplace in an off-line festival. This year’s theme was all things “Gen Z” and was staged over a floating runway.
Naomi Campbell was a special guest, walking down the runway and greeting Alibaba Group chief marketing officer Chris Tung for a few words at the start of the show, sharing it was her second time visiting Hangzhou. Earlier in the day, she had done a bit of taichi and met with the recently retired Alibaba co-founder Jack Ma.
Chalayan first displayed his fall 2019 collection plus two looks created for the show — two berry-colored ombré dresses that had helium balloons attached to the hems that floated behind the models
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