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Fashion reaction: 'See now, buy now'

By Sun Yuanqing | China Daily | Updated: 2017-03-31 07:14

Fashion reaction: 'See now, buy now'

A creation by Han Dongyang. Photos Provided To China Daily

For the first time in China Fashion Week, "see now, buy now" has become a reality. In collaboration with JD.com, one of the largest business-to-consumer retailers in China, the shows on Wednesday adopted the new model, which allows the customers to buy the garments online at the same time as they are paraded on the runway.

As a sponsor for the event, JD.com presented G-star RAW, a Dutch brand that specializes in jeans, US fashion label Dickies and Chinese designers Pollyanna Keong and Han Dongyang.

G-Star offered a limited edition of jeans for JD.com, in celebration of its 25th anniversary. Dickies showed a collection in collaboration with skateboard brand Thrasher.

Keong, who is best known for her design in the popular TV drama Ode to Joy, showed a collection inspired by futurism and romance. The collection matches feminine skirts with sporty jackets for a chill look.

As a young designer, one of the biggest challenges is to be seen and to be accepted by the market, says Keong.

"This is a very good opportunity for us to be seen and to sell," she says.

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