Shanghai Fashion Week (SHFW) has teamed up with Chinese e-commerce giant Alibaba’s online marketplace Tmall to broadcast its entire roster of runway shows online from March 24 to 30 on Taobao Live, Alibaba’s live-streaming channel, making it the first fashion week event to go fully digital.
The organisers had announced earlier this year that the event would not take place due to the coronavirus outbreak but instead of completely forgoing fashion shows and presentations, they decided to make them accessible to buyers, media and the public at large through the digital service.
SHFW is one of the industry’s most anticipated events of the year, showcasing more than 100 brands and 100 designers from around the world, including rising independent Chinese designers Angel Chen and Shushu/Tong.
Besides catwalk shows of autumn/winter collections, viewers will be able buy items online while they watch, giving them the chance to acquire exclusive designs in advance. In addition, media outlets and viewers will be able to make comments during the live-streaming sessions.
Source: South China Morning Post
