As Shanghai slowly recovers from its stringent two-month lockdown, designers and members of the local fashion community are eager to release their new collections on the upcoming 20th anniversary of Shanghai Fashion Week. The event was originally scheduled to be held from 25 March to 1 April, but will now take place from 17 to 19 June in a digital format in partnership with Douyin, the Chinese version of Tiktok.
From 17 to 19 June, the first-ever Digital Shanghai Fashion Week is set to showcase the latest fashion releases of Chinese designer brands in the form of creative videos as well as a daily 6-hour live runway show that will be broadcasted across several social media platforms. Apart from the live broadcast, they also intend to hold panel discussions as well as release exclusive behind-the-scenes content and original documentaries. The final lineup will be revealed on 13 June, with more than 30 brands in attendance.
In their first-ever digital fashion week, they hope to not only awaken the city from its lockdown slumber but also reinvigorate market confidence. Rattled by shipping and supply chain delays, many Shanghai-based designers like Rui Zhou were unable to process much of their sales, so this initiative is a step in the right direction. Following fashion week, many designers hope to find smaller events throughout the months of July and August in order to keep their businesses afloat and make up for the lost time.
Looking ahead, Shanghai Fashion Week plans to draw from its digital show experience to create a hybrid of online and offline fashion week events in the coming years. This digital fashion week, therefore, serves as a beacon of hope for all members of the community as it demonstrates a communal effort to raise attention for both the fashion and creative industries.