The first season of Digital Shanghai Fashion Week was a success
by Modem – Posted June 23 2022
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The first season of Digital Shanghai Fashion Week was a huge success, showcasing the Chinese creativity for three days and six hours a day for "livestream broadcasts". The total number of livestream viewings on the Douyin platform (the Chinese version of Tok Tok) exceeded 2.532 million, the number of views of the #1st Season Digital Shanghai Fashion Week topic content exceeded 68.73 million, and the cumulative number of views of the #Shanghai Fashion Week topic was 1.07 billion.
With the cancellation of the physical format, Shanghai Fashion Week showed the digital shows on its live streaming platform, including several web content, such as films, backstage stories, conferences and virtual showrooms.

“When Covid-19 broke out in 2020, the main dilemma brands faced was that they had emptied their winter inventory, but spring collections couldn’t be produced, so our intention was to help them quickly build up e-commerce channels," said Xiaolei Lv, Vice Secretary-general, Shanghai Fashion Week Organization. "This season was more about showcasing creativity, and making the most of recent technological developments. Digitization is something we’ve never stopped thinking about, but the pandemic has simply pushed us to act. The status of offline events in the fashion industry is difficult to shake. But in the post-pandemic era, the advantages of digital fashion weeks will gradually be amplified and become a new force that complements physical fashion weeks,” she added.

Shuting Qiu, who was the first on the calendar, announced the revival of the city's fashion and vitality through imaginative, dreamy and magnificent colors and prints. The Shushu/Tong girl walks on the rose-covered flowerbed with a facsimile of the multifaceted image of women, marking the end of this season's digital fashion week. The three-day digital show is short compared to the more than one week long offline show in previous seasons, but the new characteristics of the industry have not been compromised. With the continuous upgrading of "intelligent" manufacturing in China, more designers have begun to try to intervene from the upstream and integrate design into the whole process of production and development. For example, Nan Knits, which focuses on the concept of "new knitting", is committed to subverting the traditional impression. The weaving link of the product is especially integrated into the creative short film, which triggers the audience's attention and understanding of the production process behind the work and promotes the formation of the concept of quality consumption. At the moment when the younger generation of consumers has become the mainstream, the social attributes of fashion are becoming more and more important. "In addition to conveying the theme of our season through video, we also want everyone to see the brand socializing on the street,” said Typetail, which is positioned in street style.

Virtual fashion is also the "highlight" of this season's digital release, breaking through the constraints of real scenes, and designer brands known for their creativity can show their talents in a wider virtual world - lulusmile creates virtual fashion on the social game platform Roblox; Yes By Yesir join hands with hyper-realistic virtual human "Chuan Chuan" for cross-dimensional catwalk show; Feng Chen Wang and Metaverse Innovation Center InertPlan use 100% virtual technology to present a theme show; Leaf Xia creates a green screen virtual show; Private Policy Cooperates with professional teams for 3D animation films; JARELZHANG created "Invisible Man" to explore the interesting ecology of fashion ontology. The barriers between real scenes and virtual spaces are gradually disappearing, and intelligent digital technology has given designers more possibilities for artistic expression.

As the core of Asia's largest ordering season, Mode Shanghai Fashion Tradeshow, the official trade exhibition of Shanghai Fashion Week, also convened industry elites, corporate representatives and other influential "pilots" and "think tanks" in the form of "Fashion Week Letters" this season. Accurate insight and thinking on the digital development of the fashion industry and the establishment of organic systems in the post-epidemic era, and a new interpretation of the four letters of Mode, the four dimensions of merchant, originality, diversity, and environmental friendly. The new modes of future Mode will also reflect the industry's steps of "adapting to all changes".

During the three-day livestream, Yu Prize 2022 officially announced the major awards. Designers Pu Jialin & Zheng Zhongxi (PONDER.ER) won Yu Prize× Li-Ning Grand Award 2022, Han Yuchen (AlienAnt) won the Yu Prize 2022 Rising Voices Award; Chen Shengtao, Guo Yirantian, Li Haoran & Qu Siying, Nie Ruohan, Huang Qiang won Yu Prize 2022 Creative Impact Award. The Yu Prize will also continue to work with brands, helping the winning designers in future business cooperation and resource grafting, and to push China's creation to a larger stage.

In the past 20 years, Shanghai Fashion Week has developed from a few sporadic releases to over 100 fashion shows every season, from actively expanding its business territory to exploring new forms of digital distribution. Although the digital release of the first quarter is a special mode under special circumstances, Shanghai Fashion Week is fully prepared for the new future of online and offline connections. With the rejuvenation and restart of Shanghai city, while improving and upgrading offline experience, Shanghai Fashion Week will continue to think about the era-oriented innovation of digital mode, and jointly build an efficient and diverse digital fashion era.

See all Shanghai Video Presentations on Modem Fashion Week Agenda

Photo: From Shuting Qiu Video Presentation

© Modem