Organisers of last month’s Shanghai Fashion Week brought the entire autumn-winter 2020 edition online due to the COVID-19 pandemic, making it the world’s first fashion-week event at this scale to go fully digital. Over 150 designers and brands live-streamed their collections from March 24 to 30 via Tmall, the e-commerce platform of the Alibaba Group.

To enrich the viewing experience, some designers went on camera to share their inspirations with fans in real time, while others made use of the event’s ‘See Now, Buy Now’ format, which allows the audience to purchase catwalk items with their phones.

Consumers were able to buy products from the current season or pre-order new looks from brands’ fall collections, according to a press release from Alibaba.

Opening showcases on the first day attracted 2.5 million views. By the end of the fashion week, the event’s streams had totalled over 11 million views and helped generate more than $2.82 million in gross merchandise volume. The most popular live-streams drew in 1.5 million views and sales of over RMB3 million in a single session.

Fibre2Fashion News Desk (DS)

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