US fashion brand Michael Kors is to launch a digital flagship store on Alibaba’s Tmall and the Tmall Luxury Pavilion.

The launch marks Michael Kors’ first e-commerce channel in China, apart from its own site, offering consumers the full line of clothing sold offline, as well as a selection of handbags and footwear. The brand said Tmall would be its main destination for debuting products in China, including new items that will be exclusive to the platform – not sold anywhere else in the world.

John D Idol, chairman and CEO of Capri Holdings, the parent of Michael Kors, Versace and Jimmy Choo, said consumers are becoming more digitally engaged with luxury shopping in China and Tmall Luxury Pavilion is the perfect venue for the Michael Kors brand to communicate its vision.”

The label will hold a series of events in the coming months, including during New York Fashion Week in September, to celebrate the flagship’s grand opening. On Chinese Valentine’s Day, on August 7, Michael Kors will launch a capsule collection featuring graffiti-inspired clothing, handbags, footwear, jewellery and wristwatches, samples of which are pictured below

“Michael Kors is an iconic, beloved brand and we are delighted to partner with it as it looks to accelerate its momentum in the Chinese market. This collaboration will bring both exciting products and elevated shopping experiences to the more than 700 million Chinese consumers on our platforms,” said Jiang Fan, president of Taobao and Tmall.

Launched in 2017, Tmall Luxury Pavilion now offers more than 115 brands, ranging from apparel and beauty items to watches and luxury cars, including Chanel, Bottega Veneta, Valentino, Burberry, Tod’s, Versace, Stella McCartney, Moschino, Gentle Monster, Giuseppe Zanotti, MCM, Maserati, and LVMH-owned Rimowa, Guerlain, Givenchy, Tag Heuer and Zenith.

Tmall wants to double that number by the end of next March.