Alibaba Group said it is “multiplying the ways luxury brands can connect with China’s wealthy shoppers in the metaverse” by launching a series of digital upgrades as well as an augmented reality fashion show on Thursday.

The launch is part of the fifth anniversary of the company’s Tmall Luxury Pavilion, which Alibaba describes as “China’s largest online destination for housing more than 200 luxury brands from the top five luxury groups.”

Janet Wang, head of Alibaba’s luxury division, acknowledged the pandemic was a challenge for retailers but said online consumption by the Chinese luxury consumer has been resilient. “While the majority of luxury purchases are still made in physical retail stores, online and omnichannel expansion has…