Alibaba-owned Tmall, a retail consumer platform, has announced its official partnership with New York Fashion Week.

The collaboration has unveiled a one-day event to showcase designers during New York Fashion Week, “NYFW: China Day.”

“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, Alibaba Group President. “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.”

Alibaba has also selected two U.S. designers, Opening Ceremony and Robert Geller, to feature during its October Tmall fashion show, in the runup to China’s Global Shopping Festival.

"We started Opening Ceremony 15 years ago, inspired by a trip we took to Hong Kong. With family roots grounded in China, it is so exciting to partner with such an impactful company like Alibaba to share our story and expand our global footprint," said Opening Ceremony founders Humberto Leon and Carol Lim.

It is the latest initiative from China’s largest retail site to attract international and high-end brands to the site, which announced the launch of its ‘luxury pavilion’ for premium brands earlier this year.