The British Fashion Council (BFC) and JD.com have announced a partnership aimed at promoting British and global fashion brands in China.

As the Official Asian Online Retail Partner for London Fashion Week (LFW) in September 2024, JD.com will host the "Red Journey" catwalk featuring Hazzys, Ellassay, Marisfrolg, and Pure Tea at Somerset House.

JD.com will also promote LFW on its app until October 3 to its 600 million users. This collaboration helps brands navigate China’s complex market, supports emerging designers, and showcases Asian fashion talent globally.

CEO Caroline Rush highlighted the partnership’s role in fostering cross-border collaboration between the UK and China.