Douy’s deal with Shanghai Fashion Week yields results

The partnership showed that the total number of views of last week’s content of events in the application exceeded 2.5 million, and the dedicated hashtag generated over 68 million views by June 22.

As China’s fashion capital is slowly recovering from months of closure, Shanghai Fashion Week (SHFW) has returned to the internet, through a partnership with sister app TikTok Douyin.

The designers presented their products for autumn / winter 2022 during a three-day schedule that ended on June 19. On Weib, the #ShanghaiFashionWeek theme has grown by more than a billion views compared to the previous season, and the event has been engaged on other social media platforms. including the Bilibili video center and Instagram.

This was not the first digital season of SHFW: in the midst of the pandemic in March 2020, the organization hosted the release of “On the Cloud” with Tmall owned by Alibaba. After receiving criticism for live broadcasts that attracted less engagement than physical counterparts, both brands and organizers accepted the feedback.

This time, the focus shifted from purely live broadcasts and fashion films to the metaverse, and the teams worked to make the experience as impressive as possible.

“When Covid-19 broke out in 2020, the main dilemma the brands faced was that they ran out of winter supplies, but spring collections couldn’t be produced, so our intention was to help them build e-channels quickly. “trade,” said SHFW Deputy Secretary-General Lv Xiaolei, better known as Madame Lu.

“This season was more about showing creativity and taking advantage of the latest technological advances. Digitalisation is something we have never stopped thinking about, but the pandemic has simply forced us to act, ”she added.

BoF China Prize finalist Shuting Qiu kicked off the festivities with a collection full of her distinctive prints, which are softened and developed by the addition of textures such as faux fur and rounded silhouettes in quarantine clothing.

Meanwhile, the new Labelhood design incubator has hosted several activations and exhibitions, including a joint short film with Nike, called ‘At the Moment’, and a collection of eye-catching surreal sculptural pieces by Nan Knits known as Nan Knits. Labelhoo’s 18th graduate Victor Wang has released a dynamic film showing a collection of dark, feminine separations with a twist, such as necklaces framed by chains and see-through panels.

Feng Chen Wang’s Metaverse collection has taken its audience into a sinister web-like world populated by models in real and virtual designs – customers will be able to order customized pieces from the collection, including unusual tailoring and asymmetrical dresses. Other metaversal movements included Leaf Xia’s fantastic candy-colored buffers, displayed on a tropical color background; relaxed, relaxed silhouettes in neutral tones by Ji Cheng; and Lulusmile virtual fashion, shown on the Roblox gaming platform.

On the same day, the Wendy Yu Investor and Philanthropist Fashion Award, Yu Prize, presented the winner with its cash and mentoring award for upcoming Chinese fashion talents. The gender-neutral Ponderer brand won the top prize, not only to receive one million yuan in cash, but also to collaborate with sportswear giant Li Ning, a two-season exhibition space with Sphere in Paris and 12 months of mentoring with the OTB Group.

While local buyers, editors and designers are undoubtedly eager to return to physical formats, this season’s festivities have made it a reason to continue experimenting with virtual spaces. Perhaps most of all, it is a testament to the city’s fashion community and creative resilience.

Learn more:

Customers continue to invest in domestic brands at Shanghai Fashion Week

Shanghai Fashion Week ended its spring 2022 edition, which ran from October 8 to 16 and included more than 100 shows in the official calendar, with a host of off-calendar and related events.

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