THE WHAT? Shanghai Fashion Week has found a loophole to show its AW20 shows, which were cancelled due to the coronavirus, having teamed up with Alibaba to stream the event online, according to a report by WWD.com.
THE DETAILS The event will feature Chinese designers and commercial brands, and will be shown via Tmall between 24th and 30th March, with applications for the show now open.
Broadcast live, brands will be showing new collections while some items will be available for consumers to purchase immediately. The schedule is thought to be being released later this month.
Speaking to WWD.com, Xiaolei Lv, Vice Secretary of Shanghai Fashion Week said, “Tmall promises to direct millions of traffics to our designers. This means brands will be able to generate more sales, and many of them can be saved from bankruptcy amid this difficult time.”
THE WHY? Albeit a resolution to the ongoing cancellation or postponement of fashion shows such as Shanghai, Milan and Seoul due to the coronavirus, Lv stated that the live-stream development could be included for future events if successful.