JD.combuilds up high-end image

Chinese ecommerce giant JD.com showcased a collection of six luxury Chinese fashion brands during London Fashion Week on Monday in an attempt to advance its image from a regular e-commerce platform toward a high-end quality fashion marketplace.

The show, co-hosted with luxury Chinese brand Eve Group, showcased fashion from Eve de Cina, Kevin Kelly, Ne Tiger, By Creations, HMR and X Lando, which each feature Chinese designers and strong Chinese cultural elements.

Eve de Cina focuses on Chinese craftsmanship with images and colors that frequently occur in traditional Chinese painting.