Shanghai Fashion Week opts for online display as lockdown eases – WWD

The postponed Shanghai Fashion Week, which was originally scheduled to take place from March 25 to April 1, will take place from June 17 to 19 digitally in association with Douyin, the Chinese version of TikTok, it has been learned. WWD.

After a two-month city-wide lockdown to prevent the spread of the COVID-19 virus, Shanghai is slowly reopening and members of the local fashion community are eager to launch their new collections, many of which were completed a few years ago. months for the original parade. date.

The final lineup of the online showcase will be revealed on June 13, with more than 30 brands participating. Every day, a six-hour live stream will stream fashion videos across various social media channels and launch behind-the-scenes content as well as panel discussions.

Xiaolei Lv, deputy secretary general of the Shanghai Fashion Week Organizing Committee, said, “Although we face great difficulties, Shanghai Fashion Week will never miss. We are always here to inject new energy into the fashion industry and help Chinese fashion designers shine.”

However, trade shows, which have been a crucial component in the success of Shanghai Fashion Week in recent years, will not return with the digital showcase.

Tasha Liu, founder of fashion retailer and emerging talent support program Labelhood, said that due to the pandemic, many Shanghai-based designers were unable to process much of the sales, and some of them are looking for opportunities to host fashion events. smaller sales in July and August after COVID-19 rules are further relaxed in the city. Meanwhile, most brands based in other parts of China have completed sales on their own.

About half of the brands planning to display with Labelhood will join the digital storefront, Liu added.

“The fact that we can present this digital fashion week is a vote of confidence for the designers and everyone else involved. We are maximizing our efforts to unite all forces to draw attention to the fashion industry. We hope your creatives can encourage and inspire us all in this difficult time,” he added.


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