Fashion you can touch (2)

Rather than reselling garments from wholesale markets, as most of the web stores on Taobao, the 10 brands joining the show all feature collections designed by their own designer teams and boast a minimum of tens of millions of yuan in annual sales.

"The sales number actually is not a requirement for a ticket to the show, but in the world of Taobao, you need to be that large to be able to afford a designer," says Shen Ting, marketing chief director of Taobao's womenswear department, and the co-organizer of the fashion show.

And for the first time, these most mysterious fashion designers stepped out of the cyber world.

"I never expected that my works would be walked on the runway," says Mai Wanli, the creative director of womenswear brand Amii, one of the featured lines.

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