Fashion Weekend In Shanghai Wants To Break The Rules Of Fashion Week.

Every week in Shanghai fashion week, there are still scalpers returning to the market in addition to designers, buyers and media. They are distributed in the entrance and exit of Xintiandi show. The questions in the mouth are like the fortune teller at the gate of the temple. Do you want tickets? "

Following the four international fashion week convention, Shanghai fashion week's release is only open to buyers and media. If an outside person wants to open his eyes and experience a show atmosphere, he will have to buy tickets from the cattle. "When I saw the cattle gathering, I came up with a fashion weekend, because the public needs it!" Lv Xiaolei, Deputy Secretary General of Shanghai Fashion Week Organizing Committee, said her Fashion Weekend was open to ordinary people. Previously, similar activities had precedents in London and Berlin.

The reason for being inspired by cattle is a bit of a joke. In view of the strong spreading power of social media, the public has no longer relied on the professional interpretation of traditional media to understand the latest trend of fashion. Moreover, over the past few years, the number of buying shops in the country has raised new worries: what if C ends (consumers) can't keep pace? The B side of a hot blood is still not a permanent solution if no public pays. Therefore, how to get through the consumption port has become the main difficulty, and the fashion weekend proposal came into being.

In order to prepare for the event, Shanghai fashion week before and after the three or four partners to communicate, and ultimately choose to join hands with IPCN international media. The company that introduced the Voice copyright to China is known for its variety entertainment. Yang Yuancao, founder and CEO of the company, explained at the "interface X time hall" forum that the theme of fashion weekend is "fashion for the people". It wants to drag the fashion show with a sense of distance to the ground.

"So our tickets (online pre-sale) are only 30 yuan, and everyone's aesthetic needs can be met." On the spot, she mentioned that what he wanted to do was extravaganza in the city. The 8000 square meter space of the West Pavilion of the Shanghai Exhibition Center was not only a show and exhibition area, but also a whole layer of shopping.

The footage after entering the gate will definitely satisfy all kinds of illusions about the red carpet or International Film Festival. The Russian classicism style building has a high staircase, allowing the audience on the red carpet to experience star addiction.

The audience first entered the two level exhibition space composed of seven tribes. The costumes are classified according to their styles, including "Qingfeng workshop", "I am me", "broken wall space", "party time" and so on.

From the presentation of fashion weekend, it is more like a civilian version of Lablehood. For example, in the simulated holiday scenario, the "go away" tribe, the ground is covered with silver foil, and the model seems to lie comfortably on the blue white striped beach chair. This scene reminiscent of the static exhibition of designer brand Wan Hung in the Bund last season.

In order to make fashion week more fashionable, it is natural for buyers and fashion media to show that fashion weekend is actually different from traditional way regardless of the fashion displayed on the spot or the way of display. And Ctrip Travel, 1664, YOHO! Girl, Shanghai bank and other sponsors Logo appears frequently, it also confirms that this is aimed at outsiders' entertainment activities.

It is not enough for the ordinary people to set up activities such as clothing display, entertainment facilities and brand promotion. At least the boxing machines, Tai drum men and baby dolls on site have gathered a group of young people.

A small mask with a mask on her neck went to the two depths. She pointed to the mask and said, "when we come in, the entrance is being masked. It's too hot today and it's a bit stuffy on the face."

As for the theme of "fashion," she tilted her head. "Well... It's a nice dress. I can't tell you clearly. I saw only models walking around on the Internet." Xiao Chen recalls that the fashion weekend is set at the mini show at the entrance, "if you really can sit down and watch it." There are two white seats on each side of the short T platform, but they are suspended in mid air by a transparent steel wire.

Yellow and water droplets will appear on the floors and walls of the two floors of the exhibition hall. When you turn on the Bluetooth and shake it with WeChat, the screen will jump to the "Shanghai fashion weekend" tribal page. When people were in the "I am I" space, WeChat shook out the introduction of New Look, the UK's high street brand, and provided Tmall flagship store links. At the bottom of the page is the brand of this season's Shanghai fashion week Jingdong.

Ding Xia, vice president of Jingdong group and chief executive of Jingdong clothing and apparel department, told us that the Jingdong was in line with the online flash store during the fashion weekend to support the designer brand. However, the online retailer, who has long seen logistics inventory, is only responsible for the reversal. In addition, Jingdong also provides a single product interpretation based on tribal divisions, recommending similar brands with similar styles.

Yang Yuancao, chief executive officer of IPCN, who takes charge of the activities, takes IKEA as an example. "The matrix display designed by it has stimulated the desire of the mass consumption, and has done a strong brainwashing for you." Fashion weekend wants to use performances, exhibitions, storytelling, and even through KOL's opinion sharing, to hint how the audience can dress up to further reflect the individual character.

After the two floor visit, the audience came to the first floor as if they entered the traditional department store fashion area. The Showroom Shanghai, which is responsible for assembling the brand under the line, is introduced into the scene of the brand, such as 100 dramas, Uooyaa, Ak Club and so on. Limited to the booth space, the brand side invariably lay out the two-dimensional code, welcome people to sweep the order online directly. "These are new products for the season. You can buy them online, buy them online, and you can buy them home on the spot, but the size is only this." A salesperson of hundred drama said.

When we walk past this sales area, the space near the end of the exhibition hall is contracted by the Nautilus fair. You can see jewelry, nail stickers, 3D printed candy and even Tarot Divination in this slightly exciting place.

It's also interesting to see the crowd coming out of the Shanghai Exhibition Center. Some have been carrying free meat plants and some of them have been exchanging photos. Recently, some people even picked up sesame street dolls hanging from a doll's machine.

But we must let the visitors talk about the fashion child, ugliness, not a carnival like mass activity. However, as the first test of "fashionable weekend", its greatest significance is to allow outsiders to have the opportunity to participate in the fashion week of Shanghai, and to shift the guidance of the industry to the consumers themselves. As for the general public how to treat the topic of "fashion", it is benevolence and benevolence.