Last Friday, ELLE @ELLE partnered with JD Fashion @京东时尚 for the 10th annual ELLE Style Awards. ELLE Style Awards are known as the “Fashion Oscars” of China. More than a thousand senior brand executives and fashion KOLs attended the event, including dozens of top celebrities like @angelababy, @李冰冰, and @刘雯. The event was particularly important for JD.com as they make a big push into luxury e-commerce with JD Fashion. Hashtag “ELLE风尚大典” tracked 1.24 billion impressions and 5.6 million discussions on Weibo. ELLE brand mentions on WeChat increased 84% from the previous month.