Proenza Schouler's Jack McCollough and Lazaro Hernandez made their livestream and store debut on Alibaba's Tmall platform.
Courtesy of AlibabaZoe Zhang, cofounder of livestream commerce, business and tech solution company And Luxe Inc.
From there, the designers introduced their label — sharing background information and insight — and welcomed the growing audience into their store, where they showcased myriad garments while explaining the construction, fabrication, design theory, and joys of their ready-to-wear and accessory styles currently available to buy on the Proenza Schouler Tmall shop.
Prior to the launch, Proenza Shouler and Alibaba connected over mutual interest and worked together for a year on the buildup and logistics of the brand’s foray into the new territory. “It’s also such a different ballgame logistically the way things are structured, especially online. You really want to be on those platforms, versus our [U.S.] platform,Jack McCollough and Lazaro Hernandez showcasing a look to host Zoe Zhang during the Proenza Schouler Tmall livestream.“With Alibaba and Tmall as partners, you couldn’t ask for anything better. They’re amazing, it’s much better for us to be in China with them than to do it from here [New York].