SUMMARY
VIP.com, the top e-commerce site in China and a leader in the clothing industry, established the VIP Love Workshop as a public good platform to explore and create high-quality *Intangible Cultural Heritage (ICH) products，help to activate and inherit, in addition to improving the quality of life of cultural heritage craftswomen, and their families. During June to October 2018, VIP.com also invited idols, international fashion models and trendsetters to a street photography exercise, dressing them in various styles of China’s cultural heritage clothing in London Men’s Fashion Week and Paris Fashion Week, launched ICH pop-up store in Strawberry Music Festival, to tag ICH with Fashion. Moreover, VIP love Workshop utilized social media to create social buzz, ICH to be a new consumption trend gradually. The ‘Awaken the ancient beauty of Intangible Cultural Heritage’ Sales Event has increased substantially.
