Shanghai Fashion Week Opens The World'S First Cloud Fashion Week With Tmall.

In 2020, in an unusual way, the new crown virus is spreading all over the world, and the fashion industry is also facing unprecedented challenges. In order to warm up and help enterprises to bail out, Shanghai fashion week adhering to the "China speed" and Shanghai's "city first" characteristics of the city, carrying the platform mission of industry Pathfinder and industry forerunner, decisively making decisions to put the show on the cloud, and working with Tmall to create the world's first "cloud Fashion Week", to accelerate the exploration of the transformation and development of the fashion industry under the crisis. We should open the door of the future in advance and set up a new publishing paradigm to infuse the "strong heart" into the industrial recovery after the winter epidemic.

In March 18th, the fashion week of Shanghai, especially the presentation of Tmall cloud fashion week press conference, was first held online in the form of live video. It is reported that in from March 24th to 30th, 100+ clothing and clothing brands will display the new design with the unique form of "cloud show and cloud live broadcast", which has a brand-new appearance of leading enterprises with brand effect, and will also present excellent originality of many excellent designers. The live show is full of dry goods. In addition to the amazing surprise created by the new and unique crossover and new products, the brand designer will also take the initiative to reveal the story behind the originality. It is worth mentioning that in addition to fashion brands, this week's fashion week also gathered sophisticated channels to select high-quality products to achieve online and offline interaction. The application of AR real rendering technology makes the "cloud show" spectacular. The POP-UP flash store on cloud fashion week also wakes up new ideas for platform digitalization and intelligent transformation.

Fast strain, the birth of the world's first fashion week on cloud.

Lv Xiaolei, Deputy Secretary General of Shanghai Fashion Week Organizing Committee, said: "after all these years, China's fashion industry has gone from being extensive to professional. It is now in a vigorous and prosperous era. If the epidemic is coming, so many talented designers and aspiring brands will be blocked. It is really a pity to wave their energy. As a platform for accompanying and supporting brands, fashion week must do something for us. We are duty bound to do so. The idea is similar to that of Tmall, who also has a platform mission. Over the years, Shanghai fashion week has been deeply cooperating with Tmall, focusing on the release of new retail empowerment brands. On this basis, the cloud fashion week has only taken six weeks from conception to program landing. This is not only a bold innovation, but also a quick response of Shanghai fashion week under the crisis and a positive commitment to the social responsibility of the platform to help the brand to save itself.

Shanghai Fashion Week T will go to the cloud and will provide a brand new "business practice base" for all brands to explore new directions. It will become a good way for enterprises to turn danger into opportunity. It will help brands build their own fashion IP in the consumption scenario narratives that are formed in the new media technology, further promote the online and offline linkage of commercial brands, and make more designers short of brands in the period of transformation and trial. Embrace consumers. And every boutique buyer platform will also explore a new mode of full channel operation on the stage of cloud fashion week.

T platform cloud, cloud fashion week to build an upgraded version of "show is to buy".

The form of short video, live goods and live broadcast is no stranger to the majority of fashion consumers. With the advent of the epidemic, the major overseas brands have also opened live coverage for the public. The difference is that this season Shanghai fashion week will be hand in hand with Tmall on Taobao live. With the combination of cloud live broadcast, viewers can incarnate before the screen the first row of customers, appreciate the unique charm of dynamic show, and understand the designer's deep creative ideas, get the latest trend of collocation tips, but also get the cloud show exclusive limited time kill benefits, the first time the favorite style of a key purchase, complete from the show to the trend of the fashion of the one-stop fashion evolution, let Liang. Loading clothes to disperse the haze of the epidemic.

In March 24th, ICICLE and other representative fashion brands such as inXX, BOYLONDON, Beaster and Bosie will open the "cloud reward" through the Taobao live platform, and open the prelude to the fashion week on the cloud this season. "Lily" In the following week, there will be stylish and diverse fashion brands on cloud show every day. Shanghai fashion week XINTIANDI will release the theme of "breaking the border before the tide", breaking the boundaries of time and space, gathering all forces in the cloud, gathering the potential energy of the tide, setting sail with vigor, and moving forward with vigor and fashion. The fashion designer's incubator LABELHOOD, which is called the fashion week, has convened more than 30 designer brands, with "real life" as the theme, together with the cloud. Many children's wear brands released in KIDSWEAR also opened the "gravitational" cloud show, showing the design of the new children's clothing and deeply sharing the aesthetics of parent child collocation.

In order to create a realistic and professional "cloud show" experience, the Shanghai fashion week joined Tmall to inject energy into the show. AR live rendering technology creates a rich and diverse atmosphere of the show, helping brands better interpret product value. At the same time, Taobao live, short video, Tmall flagship store 2 and other "cloud" product layout, for the brand to build a diversified digital new product release way, to provide consumers with 360 degree of immersion experience.

The world's good things recommendation officer and Taobao live a sister, Vic, will also serve as an ambassador to the fashion week in the cloud.

Cohesion change, cloud show to promote industrial transformation

In the process of actively exploring new directions, Shanghai fashion week has changed its strength and worked with many parties. With the support of Tmall Shanghai Fashion Week opens up a new line of cutting-edge fashion in the fashion week, and builds a shortcut for this season's "cloud show flights". It is the best solution for Tmall to enter into new fashion formats such as cutting-edge buyers, fashion stores, fashion suppliers and designer stores.

Representative of fashion business in Shanghai XINTIANDI Xintiandi and Shanghai fashion week have accumulated several decades of cooperation. This season, we will join hands to create a cloud fashion week XINTIANDI POP. The UP flash store brings nearly 50 brands of "cloud up flash", including the first Tmall brand designers who have first appeared on Tmall platform, as well as international brands that are popular with fashion lovers, and the brand of younger brands that are elaborately built for the UP generation. While achieving user data and traffic settlement, it will also provide new ideas for the digital transformation of entity business and better optimize the business environment. In order to further achieve the full chain extension of intelligent logistics, fashion week will also set up a one-stop service platform from operations to warehousing to logistics in conjunction with Shun Feng. Consumers can choose to enjoy 2 hours of fashion delivery in the central area of Shanghai after the order is placed in the XINTIANDI POP UP flash store.

It is also the focus of Shanghai fashion week to make the whole fashion industry greener and promote sustainable fashion. The online contactless "cloud Fashion Week" is not only a response to the epidemic, but also a concept of environmental protection, which effectively reduces the carbon footprint.

This season, during the fashion week, designers were designed according to international trends. PROMOSTYL provides the direction of development. The banner of Shanghai's fashion week will continue to shine. The main visual footage will be created by Visa, a young Chinese artist, Chen Xin. Activity period Theme of "cloud Fashion Week" Will also appear on the Shanghai landmark building "the Bund window". Paris L'OREAL salon exclusive. M.A.C M.A.C and PepsiCo China Co. Ltd. and other Shanghai fashion week's close friends also continue to give strong support to cloud fashion week this season.

Breaking the rules and being first, the world's first "cloud Fashion Week" is a special ritual for Shanghai fashion week. It is also an active exploration to promote industrial innovation under the crisis. The change brought about by the crisis is accidental and inevitable. In the future, Shanghai fashion week will not forget its original intention, condensing all forces to create efficient industrial collaboration from the supply side to the demand side, and accelerating the development of new formats and new modes of fashion industry integrating online and offline, bringing new vitality to the global fashion industry.