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Brief Published: 2 Mar 2020

Could Digitisation Save Shanghai Fashion Week?

Shanghai Fashion Week

China's biggest fashion week has been rapidly growing in popularity in recent seasons, only to be cancelled this year amid fears of the coronavirus.

Live streaming, which has quickly become a go-to for brands and events during the crisis, could provide an innovative solution for brands isolated from press or buyers due to the cancellation.

As many designers are rethinking the fashion show format (for reasons both related and unrelated to health concerns), live streaming is quickly becoming a viable option for brands wishing to showcase their collections in a more sustainable way. It not only reduces the scale of set production needed, but also eliminates the need for models, buyers and journalists to make long-haul trips around the world.

Should Shanghai Fashion Week embrace streaming services to continue with the event, which is still postponed as of yet, it would not only be an innovative and effective way to combat the hurdles in its way, but would also set it apart as the first ever digital-only fashion week – a concept which may not be that far away.