This year’s Double 11 - or Singles’ Day - shopping festival not only resulted in record-breaking sales for China’s two biggest e-commerce players, Alibaba and JD.com, but also broke records for the number of high-end brands who participated via Alibaba’s highly curated Tmall Luxury Pavilion. 

In addition to more frequent pavilion faces such as Chanel, several luxury brands including Saint Laurent and Max Mara also joined the platform for the first time in celebration of Double 11. 

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