Livestreaming is the new physical runway for this year.
Unlike the rest of the fashion industry, Shanghai Fashion Week has bigger plans for the year, after the fall 2020s fully digital event. This season’s Shanghai Fashion and Lifestyle Carnival will be online and will let fashion brands sell directly through Livestream programs.
The opening night of the Shanghai Fashion Week on April 6 was grand and had China’s top live streamer Austin Li alongside a fairly long-term partner, Labelhood, a fashion incubator on a Livestream. All of his 42 million followers could have access to the Livestream through the e-commerce platform Taobao.
In a few clicks, viewers could buy Labelhood’s showcase space for fashion items. The Livestream also featured 26 fashion items from growing Chinese designer labels, from footwear to womenswear. The prices ranged from around 1000-4000 yuan. Many of the available stock was sold out, and some were pre-ordered upon viewers’ request.