Ermenegildo Zegna opens popup store on Toplife. Credit: Dguendel.

Italian luxury fashion house Ermenegildo Zegna has expanded its online presence in China by launching a pop-up store on Chinese e-commerce retailer JD.com’s luxury platform Toplife.

The partnership between the Italian menswear brand and JD.com will offer the new product line XXX Collection to Chinese customers.

JD international fashion president Xia Ding said: “Zegna is a wonderful addition to Toplife. Our customers want the latest and greatest fashion from around the world, and will love the brand’s bold, expressive and individualistic style.”

“In essence, the XXX Collection aspires to match the identity of society’s boldest and most visionary members.”

JD.com artistic director Alessandro Sartori said: “In essence, the XXX Collection aspires to match the identity of society’s boldest and most visionary members. It is designed for a new tribe of consumers who travel freely across time zones, genres and styles.

Established in 2017, Toplife platform offers high-end global brands in the Chinese luxury lifestyle market as well as delivers its products through the JD Luxury Express white glove delivery service.

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The platform currently offers a range of fashion brands such as Christian Louboutin, Fendi, Saint Laurent, Alexander McQueen, Oscar de la Renta and Kiton through popup store concepts.

Last month, JD.com has expanded its presence in Southeast Asia by unveiling its JD Central e-commerce platform in Thailand.

The company has partnered with Thailand-based retail major Central Group to launch the online platform.