Hala China to showcase emerging UAE-based fashion talent at first virtual China Fashion Week

  • First-of-its-kind virtual exhibition in 22-year history of China Fashion Week marks partnership with China Fashion Association
  • Independent designers, brands from across six continents to participate in global digital event
  • Participants’ video-content will be streamed on China’s largest luxury e-commerce site – Secoo’s digital platforms
  • Virtual platform to spotlight rise of e-tailers, focus on recovery of luxury fashion in China

Hala China will showcase emerging local fashion talent from across the UAE as part of the first-ever completely virtual China Fashion Week, marking the robust partnership between Hala China and the China Fashion Association that aims to influence and promote the creative design of ethnically Chinese creators and designers. 

The prestigious Autumn-Winter 2020 China Fashion Week, organised by China Fashion Association in collaboration with Hala China will run from 1 to 7 May and is to be streamed live on China’s largest luxury e-commerce site, Secoo. Supported by the Embassy of United Arab Emirates in Beijing, China, the global event that is currently in its 22nd year, will also witness the participation of well-known UAE designers. Dr Ali Obaid Al Dhaheri, the UAE Ambassador to the People’s Republic of China, and Sheikh Majid Al Mualla, Chairman of the Board of Directors at Hala China, will both virtually inaugurate the event with an online address.  

Marking a first within the context of the global pandemic, the innovative fashion week will introduce UAE designers and brands to a new format show that utilises sustainable e-commerce practices and hi-tech to present virtual fashion showcases. 

China Fashion Week has partnered with Secoo, China’s largest online luxury retailer, to assemble hundreds of designers and luxury brands in a virtual setting in line with the prevailing global conditions. Participants from across six continents will join the world-renowned fashion week, made possible through a combination of live-streaming and video-led brand content that is expected to reach an audience of 500,000 viewers. 

With the Chinese economy beginning to show signs of an initial recovery from the COVID-19 pandemic that has impacted economies worldwide, as reflected by the reported record revenues for a recently reopened Chinese Hermes store, the theme of this year’s AW China Fashion Week, ‘Reconstruction: Countermarching People’s 2020’,  is timely and relevant. The event will train the spotlight on the rise of e-tail while also highlighting the fundamentals of China’s fashion market that put it in a strong position to drive future growth. China Fashion Week will also look at setting a trend as China’s technology-driven approach is easy to adapt to the global scenario. More national events are now embracing digital platforms and going online as a response to business and safety requirements. 

Sheikh Majid Al Mualla, Chairman of the Board of Directors at Hala China, said: “Our partnership with the China Fashion Association is testament to the giant strides the UAE and China are taking as they move forward together. It reflects our keenness, even during this time of uncertainty, to engage with the Chinese fashion industry in novel ways as we continue our exchange of art and culture.

“The online approach taken by the China Fashion Association is a true testament to its enterprising vision, strength and ingenuity. And in the face of an unprecedented crisis, it marks a historic first for the event that has seen continued progress over the last two decades, helping to position Chinese fashion on the global map. We will continue to cooperate and support this cultural exchange of ideas and look forward to building on our achievements in the years to come.”  

Over 8 homegrown UAE designers and brands, including Palais Des Argano, Twisted Roots, NIILI, House of MC, The Zay Initiative, and BAKHTZ will participate in the virtual fashion extravaganza. Their branded content, which includes new announcements, reviews and testimonials of past collections, and celebrity/influencer endorsements, will be promoted on the China Fashion Week’s Instagram and YouTube accounts, as well as on WeChat, and Weibo and Secoo’s digital platforms - with the e-commerce site having an engaged 27 million high-end consumer base. 

Extending its longstanding support for the global event, the Embassy of United Arab Emirates in Beijing, China encourages positive and steadfast business growth between the two nations, as Hala China aims to unite the fashion industry in the UAE and China during testing times of uncertainty and market speculation.

To foster positive business sentiment and opportunities, Hala China is set to empower local designers to promote their latest collections at the digital event, and to increase networking opportunities with a market projected to account for 40% of the world’s s luxury spending by 2025

Hala China is working to implement the new online module for other online events and exhibition such Beijing International Décor Exhibition, where Hala China will collaborate with international exhibitors and buyers. Hala China, a practical platform seeks to enhance economic and cultural exchange between China and the UAE, drive Chinese tourist and investment inflows to the UAE, and boost industry cooperation in areas such as filmmaking, technology, tourism and education, amongst others.  Hala China also aims to bring to fruition projects that support China’s Belt and Road Initiative.


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