Livestreamed Fashion Presentations : Shanghai digital fashion week

Around the world, industries are reemerging from an uncertain time with a fresh new approach to everything from retail and distribution to live events—and parts of the Autumn/Winter 2020 fashion season are being presented entirely online, as seen with the first-ever Shanghai Digital Fashion Week. Over 150 brands and designers participated in the virtual event, which took place on the Tmall platform.

To connect directly with fans in real-time, some designers and brands opted to share inspirations with fans, while others made the most of the See Now, Buy Now format for purchasing runway looks with a phone. On the opening day of Shanghai Digital Fashion Week, millions of viewers tuned in and generated tons of season or pre-order sales.

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