Chinese eCommerce giant Alibaba has entered into a partnership with New York Fashion Week (NYFW) that will see the company’s Tmall consumer platform showcase US designers and brands.

The collaboration will see selected designers and brands from NYFW gain access to the more than 500m Chinese consumers. Leading US designers, such as Opening Ceremony and Robert Geller, will be featured in Tmall’s second-annual ‘see-now buy-now’ fashion show in the run up to Alibaba’s 11.11 Global Shopping Festival. Last year’s event was livestreamed to 7m viewers and featured over 50 international brands.

In addition, the partnership will see the introduction of ‘NYFW: China Day’. This event, during NYFW: The Shows in September 2018, will feature leading Chinese designers selected from the 2017 ‘see-now buy-now’ fashion show.

“We are thrilled to support NYFW: The Shows to bring U.S. brands and retailers the ability to reach the ever-growing Chinese consumer base,” said Michael Evans, president of the Alibaba Group. “Alibaba’s scale, technology and deep consumer insight provides brands and designers with truly unique offerings to engage with consumers in the world’s largest market in new and innovative ways.”