JD welcomes niche fashion brands in online platform

The new stores include a rubber clothing brand and a handmade shoes maker.

JD.com has welcomed a series of niche fashion brands, such as Wooyoungmi, both, Etudes, and Guidi to open their flagship stores on its online platform as more youngsters account for luxury consumption in China, a press release revealed.

Founded in 2002, Wooyoungmi leans towards unisex minimalism. It looks to capture a touch of architectural symbols in its ready-to-wear collections.

Meanwhile, the French brand  “both” is dedicated to exploring the use of rubber in fashion. The brand’s clothing comprises different elements of classic designs and emphasizes succinct and sharp lines as it aims to push the boundary of surreal industrialism.

The origin of Etudes is also a publishing house for arts in France. After several collaborations with fashion brands, Etudes was born with the characteristics of contemporary visual arts and a French spirit.

Born in 1896, Guidi, the vanguard of goth, is known for its tanning skill and craftsmanship. The whole production process is entirely hand-made, with each pair of shoes going through over a hundred procedures for half a month.

According to a report by Ruder Finn and Consumer Search Group, Gen Z youth have already become the backbone force for luxury consumption. During JD’s 618 Grand Promotion, the number of GenZers that made purchases surged 231%.