Alibaba is getting some star power from Pharrell Williams to create even more fervor around Singles’ Day.
The performer, designer, Chanel collaborator and campaign face is set to perform at Alibaba’s upcoming 11.11 Countdown Gala, a variety show that will take place during the hours before the massive Alibaba shopping event that is Singles’ Day, also known as 11.11, or Double 11.
“Our pre-sale gala has become immensely influential in China, with cutting-edge interactive technology at the heart at the heart of the event,” said Hong Ying, the general manager of the entertainment division of Alibaba.
The performance marks one of Williams’ first links with the powerful Chinese online marketplace, and he will also be launching on Tuesday a pair of custom-designed patchwork G-Star jeans exclusively with Alibaba.
Ying said the goal of the 11.11 event is to “seamlessly connect shopping with entertainment.”
An Alibaba poster for the 11.11 gala featuring Pharrell Williams.
Williams will be performing alongside several “surprise guests,” according to Alibaba, but other confirmed appearances include actor and pop star Karen Mok, actor and model Zhang Ziyi and pianist Lang Lang.
Singles’ Day is one of the busiest shopping days of the year, and this year, Alibaba aimed to spread out the event over