When New York-based fashion label Proenza Schouler launched its flagship digital store on Alibaba’s B2C e-commerce platform Tmall, it came face to face with Chinese consumers for the first time in its 20 year history.

The womenswear and accessories brand made its debut on Tmall via a livestream on May 20 to engage with local audiences directly, share their unique products and spread love.

May 20, better known as 5.20 or Chinese Valentine’s Day, is a major shopping festival for romantics to celebrate with their loved ones, and the livestreaming session led by Proenza Schouler co-founders Jack McCollough and Lazaro Hernandez, focused on gifting.

The American brand brings luxury tailoring to fashion-forward businesswomen who aren’t afraid to experiment with style.

Hernandez and McCollough believe this will appeal to young Chinese career women and are banking on local fashionistas to share their message.

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“It’s so easy, direct and personal,” said Hernandez, after the directly engaging with audiences via livestream.

“Sometimes when you just walk into the store […] you don’t understand all the intricacies of what goes into making it all happen,” Hernandez said. “So, it’s nice to be able to express some of those stories.”