Judgment on Digital Shanghai Fashion Week

What happened: From June 17 to 19, the Chinese capital of fashion started its first “Shanghai Digital Fashion Week”U collaboration with Douyin short video site. More than 30 brands participated they were broadcast daily through a six-hour live show. Contributions were diverse and dynamic. One of the most important is involved Feng Chen Wang presenting eight digital layouts in collaboration with the metaverse of the Inert Plan. Meanwhile, Lulusmile hosted a virtual fashion show on the social platform Web3 Roblox, and Yes By Yesir dressed the hyper-realistic virtual influencer Chuan 川 in his latest collection.

Feng Chen Wang collaborated with Inert Plan to publish eight virtual layouts. Photo: Feng Chen Wang

As of June 20, the total number of spectators at Douyin has exceeded 2.53 million. In terms of trendy themes, #firstseasondigitalShanghaiFashionWeek # has collected more than 68 million views, and # ShanghaiFashionWeek # has collected 1.07 billion.

Jing Take: The second wave of the pandemic brought many challenges to the local fashion industry. However, it has also accelerated the pace of digitization. Rich digital formats have helped reduce the distance between the public, designers and brands, allowing more fashion enthusiasts to experience new editions of the brand first hand – opening Shanghai Fashion Week to the general public. This year’s shows could be accessed simultaneously via WeChat, Weibo and Bilibili, as well as Instagram and YouTube.

This is the first time that Fashion Week, let alone Chinese, has largely included the metaverse in its schedule to adapt the traditional model of the show to a digital audience. As a pioneer in emerging cyberspace, 20 years of Shanghai Fashion Week could open up endless possibilities for its fashion designers, who are mostly targeting digitally original fashion communities. While four major fashion capitals have taken an undisputed position in the real world, this could cause a reconstruction of Web3.

Amid the ongoing pandemic, fashion weeks missed the offline participation of celebrities and KOL to further increase traffic and exposure to the event. In addition, the unique experience of wearing a garment, the expressiveness of the clothing, and the physical feel and atmosphere of the offline showcase have not been completely replaced by online platforms. These are the problems for all digital events.

However, as Secretary General of the Organizing Committee of Shanghai Fashion Week Madame Lv mentioned in a press release that offline is still an irreplaceable and important format for releasing new fashion products. “The status of offline events in the fashion industry is hard to shake. “But in the post-pandemic era, the benefits of digital fashion weeks will gradually increase and become a new force that complements physical fashion weeks,” she said.

With the recovery of physical retail and offline activity, consumers will gradually return to normal consumption. But it is undeniable that the digital fashion week has opened a new direction in the development of the domestic fashion industry. And, this is a turning point for the organizing committee of Shanghai Fashion Week. In the future, domestic designer brands may explore hybrid storefront formats to make the most of both online and offline.

But despite new digital experiments, Madame Lv knows very well where the crux of the event is: “Of course, brand designers are the main protagonists, but we hope to show the wisdom and energy of a wider range of creatives. groups.”

Jing Take reports on some of the leading news and presents an analysis by our editorial team of key implications for the luxury industry. In a recurring column, we analyze everything from product crashes and mergers to the heated debates that are springing up on Chinese social media.

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