Milan Fashion Week: Starry Night by AliExpress

On Friday evening the most shining catwalk took place. AliExpress, a global retail online marketplace of Alibaba Group, has entered a partnership with Milan Fashion Week with a catwalk event and an exhibition to present the collections of several designer brands to a global audience, through its digital platform that reaches consumers in 220 countries and regions. The event, named “Starry Night”, featured a number of Italian fashion brands and a Chinese brand Mishow.

This is the first time Milan Fashion Week works with a global ecommerce platform.
— Carlo Capasa, the Italian Chamber of Fashion

All the clothes that we will be able to wear the next season are perfect for every kind of person, there are designs more elegant in various pastel gradations while other are more casual for an everyday look. 

This is the real meaning of internationality
— Liu Xiaoping

Lifestyledoodle had the opportunity to exchange few questions with Liu Xiaoping, founder and president of the brand Mishow. He told us that the ecommerce platform can really change a designer career, in fact the brand is present on AliExpress from more than a year now and it is one of the most popular.

There are many similitudes between Asian and Italian fashion, we both have a long history... Now contrasts, colours and prints are trending.
— Liu Xiaoping

He explained that the spring/summer 2020 collection took inspiration from mythological creatures with a mix of the silk road. The vibrant clothes and printed accessories are made by the best Italian fabrics, Liu Xiaoping highlighted, specifying that for this reason they feel really close to Italy.

 

After the fashion show was possible to try some of the accessories and clothes sold on the marketplace, but what is really considered a new way of doing shopping is “magic mirror”, it is an augmented-reality-powered digital screen offered by Alibaba that lets shoppers virtually try on clothes and cosmetics.

At the end of the event, at Palazzo dei Tessuti, Wang Mingqiang, general manager of AliExpress, said, “We are honored to participate in Milan Fashion Week. AliExpress is dedicated to becoming a platform for lifestyle, innovation and latest trends. We want to use this opportunity to reinforce our commitment to bringing more quality products and a unique, fun experience to consumers.”  

The presence at the Milan Fashion Week reflects AliExpress’ interest in the fashion industry, which sees as a category with great potential. Earlier this year, the platform opened registration to four pilot countries outside of China: Italy, Spain, Turkey and Russia, allowing them to sell locally and cross border in eligible markets, where consumers are now able to enjoy a wider range of products and follow the latest fashion trends from iconic markets worldwide, including Italy.

About AliExpress: Launched in 2010, AliExpress (www.aliexpress.com) is a global retail marketplace that enables consumers from around the world to buy directly from manufacturers and distributors primarily in China and is dedicated to becoming a platform for worldwide merchants to sell locally and globally. AliExpress operates in multiple languages including English, Russian, Portuguese, Spanish, Italian and French.