AliBaba announces exclusively at Vogue Fashion Festival that Noonoouri is their new muse

AliBaba announces exclusively at Vogue Fashion Festival that Noonoouri is their new muse

While Lili Chen, General Manager of Tmall Luxury Pavilion, was speaking at the Vogue Fashion Festival about the

luxury market in China and the challenges related to the emergence of millenials, she took the opportunity to

unveil, exclusively for Vogue, the identity of the muse of her platform: Noonoouri.

Launched in the summer of 2022, Luxury Pavilion has quickly established itself as the luxury flagship of the Ali

Baba group. With a network of 40 handpicked houses and an impressive number of customers (more than 600 million),

the platform has set itself a challenge: to break down the physical boundaries of luxury in China by allowing

privileged e-shopping. It thus competes with the service offered in stores. Today, on the occasion of the Vogue

Fashion Festival in partnership with Swarovski – organized around the theme “fashion and its new frontiers” –

Lili Chen, General Manager of Luxury Pavilion, was invited to present her vision and her projects related to the

emergence of millenials, a significant clientele. In front of an audience of students and fashion professionals

who came to the event organized by Vogue Paris, Lili Chen chose to announce the muse of Luxury Pavilion: the digital

icon Noonoouri. At the same time, she announced the launch of a “Home” section for December 7.

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