(File pix) Lazada Malaysia has been appointed as the official e-commerce partner for the upcoming KL Fashion Week (KLFW).

KUALA LUMPUR: Lazada Malaysia has been appointed as the official e-commerce partner for the upcoming KL Fashion Week (KLFW) and will host 10 homegrown designers on its platform.

The designers will be unveiling their new collections on the runways of KLFW at Pavilion Kuala Lumpur from Aug 21 to 25, with the looks sold exclusively on Lazada. The shows will also be livestreamed on the Lazada app.

Utilising a ‘see now, buy now’ concept, viewers will be able to add products to cart while watching the shows without leaving the livestream. This includes designs by renowned designers Syomir Izwa and Jimmy Lim, as well as East Malaysian labels Wynka Borneo and Lana.

“This collaboration is in line with our Shoppertainment approach to business, by providing an entertaining and immersive experience for our customers, while presenting new, technological solutions to our sellers to drive awareness and discovery on their brands and labels,” said Lazada Malaysia chief executive officer Leo Chow.

“Over 98 per cent of business establishments in Malaysia are small and medium enterprises (SMEs), contributing significantly to the country’s gross domestic product (GDP). We believe that by creating opportunities and reducing barriers for businesses to flourish, we can build a robust e-commerce ecosystem to act as a continuity plan for the future.

“Lazada is committed to nurturing digital entrepreneurship amongst Malaysian SMEs to accelerate the growth of their businesses, and to encourage more Malaysians to support local sellers.”

Bringing his label offline to online for the first time, designer Jimmy Lim said, “The Jimmy Lim label hit its 20th anniversary this year. We have seen the evolution in consumerism, from offline to online. Now, newer and bigger marketplaces such as Lazada are leading the online shopping movement through innovation and technology.

“We are proud to be part of this initiative which includes designer labels like us onboard the wagon and are excited to be part of the KL Fashion Week livestreamed showcase. This is truly fashion-forward,” he added.

The collaboration comes ahead of Lazada Malaysia’s “Kita MerdeKawan” Merdeka month campaign, which highlights the best deals from Malaysian sellers from Aug 7 onwards, culminating with a mega sale on Aug 21.