How Chinese fashion designers built their labels on e-commerce website, despite sneering even from their friends


Like every other business selling to consumers in China, independent fashion designers are taking to e-commerce to reach an audience of fashion-hungry millennials – with impressive results.

Taobao – the popular online shopping website operated by Alibaba – is known as a mass marketplace for cheap goods and knock-offs, but is rarely thought of as a breeding ground for innovative independent fashion design.

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