Shanghai Fashion Week Embraces Augmented Reality and Digital Runaways

Entirely digital Shanghai Fashion Week had over 2.5 million viewers in the first 3 hours

Shanghai Fashion Week took place from March 24th to 30th but with a difference, due to the Covid-19 pandemic, organisers brought the entire autumn-winter 2020 edition online, making it the world’s first fashion-week event to go fully digital.
Runaway shows were streamed on Tmall and featured over 150 brands, included Pinko and Diane von Furstenberg.
It was a “see now, buy now” type of experience.

Brands showcased their fall 2020 collections while viewers were able to buy items as they were watching the show, and even place orders for the newest looks.
Tmall has 800 million active users. Over 2.5 million people watched the fashion week’s opening ceremony, and 6 million watched the shows on the first day. Bringing a fashion showcase online has some obvious benefits, like that there’s no need to worry about seating capacity, it can be done at a very low cost, and brands can cash in instantly.

Screenshots of livestreaming from Private Policy, Shushu/Tong and 8on8 during Shanghai’s online fashion week.

“There is no limit to the number of fans, clients, press and new eyes that you can have on your work with this format. We had a little more than 3,000 tuned into ours, and it’s helpful to imagine what a stadium of that many fans would look and sound like in real life,” said Joshua Hupper, cofounder of Babyghost.
This new online showcase demonstrates that the future of fashion is in constant evolution, that can create a new type of experience, and help brands to reach a far wider audience. Eventually, it helps the industry to evolve and survive this difficult time.

Watch more on Youtube about SFW!

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