Press release


On September 12, H&M held for the first time a Tmall Super Brand Day on Tmall, one of the world’s largest e-commerce platforms. To celebrate the day, H&M China held a star-studded event, including a see now-buy now H&M Studio A/W 2018 fashion show, in Shanghai in the evening of September 12. On H&M Tmall Super Brand Day, campaign garments wore by celebrities were sold out within minutes.

14 Sep, 2018 12:00 CEST

Tmall’s unique and strong position in Mainland China with half a billion consumers is an important complement to H&M China’s over 400 physical stores and online store.  H&M launched its Tmall store in March this year and hosting H&M Super Brand Day on Tmall is the next step. During the day Chinese fashion lovers were offered special promotions in the H&M Tmall store with a campaign called #Your Day Your Way.

“Accelerating from the successful launch of the H&M Tmall flagship store in March, we are super thrilled to collaborate with Tmall and have our very first Super Brand Day within a quick six months. Ahead of the Super Brand Day we had over 4 million followers on Tmall, as we have gained on average 25,000 fans every day since the launch. China is a very important market for us and we are happy to show fashion fans our amazing collections at our first-ever fashion show in China”,

says Fredrik Olsson, Managing Director H&M.

Anita Lu, Vice President of Tmall Fashion and Luxury, Alibaba Group, “We are pleased to join the celebration of H&M’s first Tmall Super Brand Day. Since H&M flagship store launched on Tmall in March this year, we have seen the brand’s significant influence and consumers’ love for it. I hope we can further cooperate with H&M to explore new retail in the future and create a unique and premium platform for our consumers who love fashion”.

The event in Shanghai was well attended by celebrities including super model Ju Xiaowen, pop idol Wang Ziyi, singer & actress Summer and actress Rayza. Representatives from H&M and Tmall as well as nearly a thousand media, fashion influencers and special guests also attended the event, which was livestreamed on Tmall offering millions of online viewers the chance to buy the H&M Studio A/W collection straight off the catwalk.

After opening a first store in Mainland China in 2007 and introducing shop online in the country in 2014, H&M launched its flagship store on Tmall March 21, 2018.  

For more images, please visit H&M Event Gallery.

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