R-Space enters the world of digital fashion in China

R-Space enters the world of digital fashion in China
Courtesy of Xiaohongshu

Chinese lifestyle sharing platform Xiaohongshu is making its NFT play with R-Space. The new platform features digital collections by artists, lifestyle social influencers and in-house designers. As Jing Daily reports, according to Kirin Lee, Head of R-Space at Xiaohongshu, the app’s long-term NFT strategy will center around luxury brands, streetwear and virtual fashion.

Through R-Space, Xiaohongshu hopes to expand its influence on lifestyle and fashion by making its designs gamified and interactive. This helps the app to engage with a lucrative younger generation of shoppers. R-Space previously collaborated on a series of digital fashion exhibitions in Xintiandi, one of Shanghai Fashion Week’s main venues.

Courtesy of Xiaohongshu

Xiaohongshu moved into the metaverse in November 2021, which put it a step ahead of its competitors. The market opportunity is massive in China. R-Space, with a dominant social media company as its parent, would appear to have plenty of runway to approach it.