Coronavirus has all but killed any fashion shows at least until fall, and
even that’s look up in the air at this point. However, Shanghai Fashion
Week wasn’t going to let COVID-19 steal its thunder, and went ahead with a
new digital approach pioneered in partnership with Alibaba’s Tmall. In the
first three hours of the new online viewing format, Shanghai Fashion Week
managed to attract 2.5 million viewers.

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Leveraging Alibaba’s technologies, the weeklong show is the first-ever
global fashion week event to host its entire roster of runway shows online
and go fully digital. All shows are exclusively livestreamed in China on
Tmall, China’s B2C marketplace, and Taobao Live, Alibaba’s dedicated
livestreaming channel.

More than 150 brands ranging from U.S. designers like Diane von Furstenburg
to rising Chinese independent designers like Shushu/Tong all showcased
their latest fall/winter collections via Alibaba’s digital platform. After
coronavirus forced the cancellation of many fashion events, Alibaba stepped
in to help Shanghai Fashion Week with a digital solution.

“We have integrated some of Alibaba’s most-advanced technologies to bring a
new and elevated experience to consumers,” said Mike U, general manager of
Tmall Fashion and FMCG, in a statement. “This partnership with SHFW allows
us to leverage our experience in digitizing brick-and-mortar retail stores
and explore a new format for brand and product launches, bringing together
technologies like livestreaming, short-form videos, DingTalk and Tmall
Flagship Store 2.0 in a full-chain solution.”

Tmall has also made a see-now-buy-now format more accessible for designers
this season. Watchers of this year’s Shanghai Fashion Week can
immediately purchase the items they see on the runway without having to
wait another season for collections to hit the shelves.