International retailer H&M teamed up with Tmall, one of the world's largest e-commerce platforms, for the Tmall Super Brand Day on September 12 at the Expo Creative Show in Shanghai, to host the "see now, buy now" H&M Studio fashion show. [Photo provided to China Daily]

Tmall's Super Brand Day opened up 500 million potential new consumers to H&M, complementing its 400-plus online and offline stores in China.

"After the successful launch of the H&M Tmall flagship store in March, we are thrilled to collaborate with Tmall and have our very first Super Brand Day within just six months. Ahead of the Super Brand Day, we had over 4 million followers on Tmall, and we have now gained 25,000 fans every day on average since the launch," said Fredrik Olsson, Managing Director of H&M.

"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," said Fredrik.

The event was attended by celebrities including supermodel Ju Xiaowen, pop idol Wang Ziyi, singer and 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 live-streamed on Tmall's website.