The postponed Shanghai Fashion Week, which was originally scheduled to run from March 25 to April 1, will run from June 17 to 19 in a digital format in partnership with Douyin, China’s version of TikTok, WWD has learned.
After a two-month citywide lockdown to prevent the spread of the COVID-19 virus, Shanghai is slowly reopening and members of the local fashion community are eager to release their new collections, many of which were completed there months ago for the original show date.
The final lineup for the online showcase will be unveiled on June 13, with over 30 brands participating. Each day, a six-hour livestream will broadcast fashion videos on various social media channels and feature behind-the-scenes content, as well as panel discussions.
Xiaolei Lv, Deputy Secretary General of Shanghai Fashion Week Organizing Committee, said, “Even though we face great difficulties, Shanghai Fashion Week will never be absent. We are always here to inject new energy into the fashion industry and help Chinese fashion designers shine.
Trade shows, which have been a crucial part of the success of Shanghai Fashion Week in recent years, however, 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 have been unable to process a large chunk of sales, and some of them are looking for opportunities to hold smaller sales events in July and August after COVID rules eased further in the city. Meanwhile, the majority of brands based elsewhere in China have made the sales on their own.
About half of the brands slated to be featured with Labelhood will join the digital storefront, Liu added.
“The fact that we are able to deliver this digital fashion week is a vote of confidence for designers and everyone else involved. We are maximizing our efforts to join forces to draw attention to the fashion industry. We hope their creativities can encourage and inspire us all during this difficult time,” she added.
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