From September 25 to September 27, nside the Project Room of 10 Corso Como, one of Milan’s most distinctive concept stores, Xiaohongshu — the global lifestyle social platform — opens “The East,” a new lifestyle exhibition curated with its platform’s buyers. More than a display, it is a contemporary Eastern proposition for living — this Milano Fashion Week®, fifteen of China’s top fashion buyers, carrying several pieces of Eastern-sensibility goods handpicked by themselves, invite the world to step into a fresh, contemporary take on the East.

Born in Shanghai in 2013, Xiaohongshu today serves more than 400 million monthly active users worldwide — the finest fashion and styling community there is. In China, Xiaohongshu is fashion itself: trends grow here, taste is debated here, and the everyday outfits of millions of ordinary people are seen here.

And the world came to know Xiaohongshu in those days — when a certain app’s departure sent users everywhere searching for a new home, and this community from China caught, steadily, the greetings of every language and every time zone. An 85-year-old Cambridge professor became a listener for the young; music transcended boundaries beneath the Eiffel Tower — a rare moment of global-village cultural exchange, and the moment the world truly came to know Xiaohongshu.

This is where the project began — letting culture flow through buyers and brands, in the world’s own language. 
These buyers are not livestream hosts; they are discoverers and ambassadors of fashion culture: they carry their taste out into the world, bring the world’s sensibility back home, and through their expression on Xiaohongshu, help more people understand Chinese culture.