Milan Fashion Week Jointly Tencent To Provide Live Services For Chinese Audiences

On February 18th (Tuesday), the Milan fashion week opened a curtain of the autumn and winter fashion show in 2020/21. The representatives from Italy fashion industry and government expressed their concern and support for the new crown virus epidemic in China. 8 new Chinese designer brands are unveiled through remote displays.
On Tuesday night, Milan fashion week opened at its new headquarters, La Permanente, and every audience received a badge, which reads, "China We Are With You (with China)". The slogan also appeared on the huge posters in the various Hall of the building. This is the slogan of public welfare activities jointly launched by Camera Nazionale della Moda Italiana (CNMI) and the Milan based urban operation developer Chico group (CHIC INVESTMENT) jointly launched by Italy. Through this public service event, Milan fashion week broadcast live shows to Chinese audiences on WeChat, micro-blog and other social media platforms, and displayed some exclusive behind the scenes and interviews videos.
The purpose of this public spirited activity is not only to display the Chinese designer's works that are not affected by the epidemic, but also to participate in the fashion week. At the same time, it is also hoped that this global disaster can be transformed into a bond of unity, so as to bring closer the distance between the country and the people, and enable more Chinese designers to have their chance to show their works in Milan fashion week in the future.
During the fashion week, the Italy national fashion house also held the Fashion Hub Market event, which is a TRADE SHOW (Trade Fair) supporting the global cutting-edge designers, focusing on emerging designers from China, and a group of emerging brands from Italy, Hungary and Africa. The Chicago group has selected 8 Chinese designer brands to participate in the current "Fashion Hub Market".
Leaf Xia (Xia Yiqi), XUNRUO smoked (Chen Dan & Chen Ying), Han Wen (Wen Han), PINHUI ZHAO (Zhao Pinhui), EMMA SWEET (Tian Jingjing), ZIJUE (Wang Yuanyuan), SHENGYI LIU (SHENGYI), and (
Designer Xia Yiqi told the "gorgeous ambition" that the designer brand did not need to go personally to participate in the new brand of virus infection. The participation mode was adjusted to display the 10 brands of clothing in the past, and the video was recorded in advance to introduce the brand and products to visitors.
That night, Chinese designer brand Han Wen (Wen Han) took part in the fashion show as a result of being affected overseas without being affected by the epidemic. Wen Han is a young designer who was born in Hainan Island. After studying at Parsons School of Design in New York, she founded her own brand in New York in 2016. In this autumn and winter fashion show, Wen Han has created a series of sexy and strong women's clothing, including shiny lacquer boots, trousers and metal chain mini skirts, with the 80s disco style, and a dark velvet coat with colorful belts.
During the opening ceremony, Carlo Capasa, chairman of the Italy National Fashion Association, Ivan Scalfarotto, Vice Minister of foreign affairs of Italy and Milan municipal Councilor Cristina Tajani respectively delivered speeches, reiterated their commitment to support China.
Ivan Scalfarotto emphasized that China is "a very important partner of Italy" and said that he was deeply sorry for the absence of Chinese audiences in the Milan fashion week. Normally, there are about 1000 buyers, journalists and designers from China to attend the fashion week in Milan. But nearly 80% of the Chinese participants are unable to make the trip because of the new crown virus outbreak.
The National Fashion Association of Italy and Tencent (Tencent) have reached a content agreement to provide Chinese reports on all fashion shows, backstage interviews and live broadcast by designers. "We have a daily average of 1 million 500 thousand in China," Carlo Capasa, President of the Italy National Fashion Association, said in an interview.
In order to take care of the time of watching Chinese audiences in a distance, Prada (Prada) adjusted the time of Thursday's show from 6:30 p.m. to 4:00.
Impact of Italy's epidemic situation on Milan Fashion Week
Due to the first death of new crown virus in Italy, Giorgio Armani (Armani) decided to conduct closed door fashion show without live audience. In a statement released on Saturday night, the company said: "due to the recent emergence of a new crown virus in Italy, the 20-21 autumn winter dress show of Giorgio Armani will not be open to the public."
Giorgio Armani is scheduled to hold two fashion shows at 4 pm and 5 at 23 Via Bergognone's Teatro Armani custom display area. Via Bergognone is the last major fashion show in the fashion week of Milan. Affected by the epidemic, Giorgio Armani has only retained a fashion show at 5, and there are no spectators.
Giorgio Armani added in the statement: "this fashion show without live audience will be broadcast live on Armani.com, Instagram@giorgioarmani and Facebook@giorgioarmani. The decision is aimed at ensuring the safety of all invited audiences and avoiding crowd intensive activities. "
Before Giorgio Armani made this decision, two new crown virus deaths occurred in Italy, and dozens of towns in northern Italy entered the blockade. One is an elderly male in Veneto, and the other is an elderly woman in Lombardia (Lombardy). Milan is located in Lombardia, and Milan mayor has decided to close public places.
On Sunday, the Italy national fashion house also conveyed the epidemic instructions of relevant agencies, and they promised to continue to comply with these instructions. A statement released by the group said: "all brands that will be holding fashion shows today can decide for themselves whether to continue their show. We know that Giorgio Armani has decided to hold a public display within the planned time. Giorgio Armani's decision to protect guests is commendable, but no other brands have communicated with us or displayed in other ways. We hope that the preventive measures issued and collectively adopted by the Ministry of health in the past few days are effective, and we are confident of the hard work and achievements of these institutions.