China International Fashion Week launches with AR exhibition on Douyin

The 2021 Autumn and Winter China International Fashion Week is taking place at the moment with 64 brands showing their collections. It kicked off on March 24 at 751D·PARK with an opening show under the theme of ‘hard candy’.

China is the only country that has been able to fully host a major international fashion week offline since the COVID-19 outbreak. The eight-day fashion week will feature more than 300 events, including fashion shows, competitions, the China International Fashion Forum and open classes. Fashion designers from sixteen countries, including Malaysia, Mongolia, India, Japan, Australia and Canada, will participate. 

Organisers of the event will work with Douyin (China’s TikTok counterpart) to launch a series of related campaigns. The two jointly developed an AR interactive exhibition for China International Fashion Week on the platform. The AR show has exhibited ten brands, including Chengjin Clothing Bureau, UOOHE, and Mozhuang. China International Fashion Week also launched the topic ‘#We are all fashionable’ (#抖是时髦精#) on Douyin which has already gained over 57.90 million views and 1,849 videos have been published under the hashtag.

Douyin E-commerce is the exclusive supplier of goods for China International Fashion Week this year.

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