Shanghai Fashion Week Goes Digital

In order to help fashion brands and designers under the current Coronavirus crisis, two weeks ago, Shanghai Fashion Week announced the launch of a special edition in digital format: the Tmall Cloud Fashion Week.

From March 24th to 30th, more than 150 fashion brands will be assembled in the cloud via the Tmall platform. Fashion insiders and consumers will be able to experience the unique format of "Cloud Showcase + Cloud Live Streaming + Cloud See Now, Buy Now" just via their smartphones. The showcase content will integrate AR technology to offer immersive experience and it will include established fashion labels with considerable brand effects, as well as emerging designer brands. The event’s “See Now, Buy Now” format will allow viewers to purchase current season’s items and pre-order part of the new looks or special looks.

“China’s fashion industry and market have matured through the years and entered into a new age of creative energy and boundless opportunities,” said Vice Secretary-General of Shanghai Fashion Week Xiaolei Lv in a statement. “It would be a great regret if the coronavirus outbreak posed a challenge for these aspiring brands and talents, limiting what they could accomplish. As a platform long dedicated to supporting Chinese creative talents, we must take action.”

With industries around the world coming to a standstill due to the virus, the increasingly influential fashion week is hoping to turn the crisis into opportunity by offering a digital platform for fashion brands and designers to showcase their work and vocalise their creative visions while, at the same time, engaging with consumers and generating immediate sales in a first-of-its-kind experience. 

“For this special edition of Shanghai Fashion Week, we have integrated some of Alibaba’s most-advanced technologies to bring a new and elevated experience to consumers,” explained Mike Hu, head of Tmall Fashion, Luxury and FMCG. “This partnership allows us to leverage our experience in digitizing brick-and-mortar retail stores and explore a new format for brand and product launches, which brings together technologies like livestreaming, short-form videos, DingTalk and Tmall Flagship 2.0 in a full-chain solution,” he added.

The schedule features China's influential fashion brands such as LILY, ICICLE, JUZUI, IMM, ZUCZUG, LE FAME, LULUALWAYS, IMMI, AKCLUB, ME&CITY, URBAN REVIVO, INITIAL, OCHIRLY and DAZZLE. Whilst the lineup by well acclaimed and emerging designers labels include BAN XIAOXUE, BABYGHOST, JICHENG, YES BY YESIR, Ms MIN, SHORT SENTENCE, DAMOWANG, REINEREN and SAMUEL Gui YANG, to name a few. 

Additionally, domestic and global names of multiband retails are also participating to the initiative, with a list including: Lane Crawford, it, NET-A-PORTER, XINTIANDI and Thebalancing.

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