The new technologies will support the Tokyo and Shanghai fashion weeks, both ready to raise the curtain by transforming the fashion shows into virtual events.
Scheduled from March 16th to 21st, Tokyo’s Rakuten fashion week was at risk of cancellation due to the health emergency, but the organizers preferred to give space to creativity via the web, enhancing the commitment of the various fashion houses. The Japan fashion week organization, the body that promotes the event, has launched streaming through which it is possible to follow the autumn-winter 2020/2021 collections of the brands that have joined.
Who really did it big is the Shanghai Fashion Week (starting March 26) which, thanks to the collaboration activated with Tmall, will be entirely streaming.
Indeed, the platform owned by Alibaba will allow its approximately 800 million users to watch the live streaming of the shows of the 150 brands taking part in the event, including Pinko, Diane von Furstenberg and Converse.
There is also a see now-buy now service, which will allow viewers to pre-order and purchase the garments and accessories presented on the catwalk in real time via their smartphones.
And who knows if even the fashion events in Italy will be forced to play the card of technology to present the Spring-Summer 2021 collections.
The main ones, like Milano Moda Uomo and Pitti, seem ready for any eventuality. The National Chamber of Italian Fashion, which organizes the fashion shows, already implemented its technological skills in February with the launch of the China project, We Are With You, a virtual bridge to bring the fashion week to China, while Pitti Uomo is continuing to invest in the digital exhibition project, which will be enriched by the Connect platform from this season.