With the world struggling to come out of COVID-19 crisis, several events and shows are getting cancelled every day.
And amidst all this turmoil, Shanghai Fashion Week has joined hands with Chinese e-commerce pioneer Alibaba to host a first fully digital show.
That’s the need of the hour considering there are lots of restrictions on social gathering.
The much-awaited runway shows are going to be streamlined on Tmall starting today (24 March) and will continue till 31 March. Notably, the opening show can be seen through Taobao Live tonight.
Over 150 renowned brands as well as fashion designers will be seen presenting their latest Autumn/Winter collections on Alibaba.
More on this, Mike Hu, FMCG GM, Tmall Fashion, shared “We have integrated some of Alibaba’s most advanced technologies to bring a new and elevated experience to all our consumers.”
Mike added that the alliance with Shanghai Fashion Week will help Tmall to leverage their experience in digitising retail stores in addition to bringing together some of the best technologies that includes the likes of short-form videos, livestreaming as well as Flagship Store 2.0.
Reportedly, this will enable brands to virtually interact with all consumers across the globe and across an extended timeline.