Shanghai Fashion Week (24-30 March) will take a catwalk in the Cloud, broadcasting a seven-day online event via Tmall’s virtual shopping Walhalla. Temper’s tastiest-to-watch? The XINTIANDI pop-up and Labelhood line-up!
Unlike your old faithful Shanghai Fashion Week, its Roaring Twenties 2.0 Shanghai Cloud version (云走秀 in Chinese) will no longer take place in the traditional physical spheres but shall soar to new heights by going full Tmall throttle.
This online shift shakes to the core the very foundations on which fashion weeks are built — a physical space for buyers and editors to sniff out the latest collections.
As the participating label list runs long and wide, Temper serves up our tastiest-to-watch: the Labelhood brand lineup and the XINTIANDI Flash Cloud Pop-Up.
Shanghai Fashion Week in The Tmall Cloud
From 24 until 30 March, a daily Tmall live-stream will see more than 20 brands a day take to the digital cloud stage. As presentations and showcases are bound to overlap, buyers will need to plan ahead if they want to tick (read: click) the right brand boxes. Just FYI.
Firm favorite Labelhood, your No.1 Chinese designer incubator both on- and offline, too, is gearing up to embrace Shanghai Cloud Fashion Week, moving its standard Fashion Week shenanigans from its physical 八万吨筒仓艺术中心 surroundings to its digital Tmall live platform. #getconnected
Tmall has strict restrictions on brands wishing to take a walk in the Cloud, but by joining the Labelhood ranks, younger brands can circumvent these preconditions.
Labelhood will assign brands a three-minute promotional slot followed by a 50-minute live-streaming session to sell stock — probs SS20. Viewers can thus place their orders online and even have the option to profit from a two-hour-tops same-city Shunfeng fashion delivery. #scrolldownLabelhood
On the verge of creating a “headwind turn” ( 逆风翻盘 in Chinese, an appropriate popular catchphrase; because why not), i.e. a revolution in the fashion week lexicon, here’s the hottest lineup in the Shanghai Cloud Fashion Week bizzzz:
In addition to abovementioned 31 designer brands releasing their AW20 collections via Labelhood’s Tmall channel, Samuel Guiyang and Yuhan Wang, both shortlisted for this year’s LVMH Youth Design Awards, will not be live-streaming their newfangled AW20 styles, but viewers will still be able to see the release of their new collections through exclusively designed online videos.
Team Temper, too, will be going behind the scenes for some exclusive footage of our favorite Tasties. #staytuned
The XINTIANDI Flash Cloud Pop-Up
Given a number of participating brands have not yet set up their own online stores, Shanghai Fashion Week, in conjunction with Xintiandi, created the Tmall XINTIANDI FLASH CLOUD POP-UP, featuring a total of some 100 brands including up-and-coming designer brands, coveted international names, as well as the younger style brands created for Gen Z specifically. #getconnected #Tmall #XINTIANDIpopup店
Providing a tailor-made “one-stop” exclusive online promo service, the XINTIANDI FLASH CLOUD POP UP through the establishment of its very first XINTIANDI Design Social Cloud Live Studio using 5G interacts with the online Tmall live-streaming showrooms. With the help of Augmented Reality technology, this pop-up integrates the offline physical scenery with the online environment, resulting in an “immersive Cloud experience” for digital viewers.
Through live broadcasts and short videos, consumers will not only experience the highly unique pounce of digitally dynamic catwalks, but will also gain an in-depth understanding of each designer’s creative concepts, professional input and selective decisions, and styling. With some (time-)limited edition bonuses, to boot.
In order to firmly weld the chain from online order to smart logistics, Shanghai Cloud Fashion Week has united with first-rate delivery service ShunFeng (many a global delivery service could and should take a leaf out of their book; just putting it out there, guys) and hatched a plan for Shanghai-based customers to profit from a two-hour-tops same-city fashion delivery.
In addition to the labels, boutique platforms such as N-One, Heli, Net-a-Porter, The Balancing, Roundround, and I.T., too, will chime in with their respective brands. Their in-cloud attendance will surely further strengthen overall consumer seduction, all the while exploring new models of online channel operations.
The Shanghai Cloud Fashion Week core consumer target reaching a potential 800 million active users could see extensive implications on who future fashion weeks across the globe cater to.
In the words of Shanghai Fashion Week Organizing Committee Deputy Secretary-General Lu Xiaolei:
We must now focus on the consumer understanding of Chinese fashion brands, an infographic feat Tmall excels at.
This Shanghai Fashion Week around, at the epicenter of the Covid-19 crisis, it’s all about helping brands to grow bigger and better through stepping up sales support.
Keep your head in the clouds!
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