Mytheresa launches China Designer Progam
Luxury e-tailer Mytheresa has shared more details around the launch of The China Designer Program by Mytheresa, which highlights and champions a new generation of Chinese fashion designers.
With its latest results earlier this week, it announced the program and now CEO Michael Kliger has said it “will create visibility for talented Chinese designers with our global customer base. It will also create more awareness in the Chinese market for our highly curated and bespoke approach to luxury with many exclusive capsule collections”.
The designers selected are Didu, Jacques Wei, Susan Fang and Xu Zhi.
The program will create digital as well as physical branding moments for them as it brings their exclusive womenswear capsules onto the platform.
The designers will also get global exposure and unique visibility through an exclusive media partnership with TMagazine China, as well as through Mytheresa’s combined 2 million followers on its owned Chinese and international social media channels, through influencer activations, and offline events in Paris and Shanghai next year.
It comes as the company aims to further strengthen its China market presence following the appointment of Steven Xu, President China and APAC and the opening of a Mytheresa office in Shanghai earlier this year.
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