When the fashion shows are virtual

From Tokyo to Shanghai: fashion weeks go online for the emergency from Covid-19

When the fashion shows are virtual
Scheduled from March 16th to 21st, Tokyo's Rakuten fashion week was at risk of cancellation due to the health emergency. Until the organizers have chosen to give space to digital creativity: and so, the Japan fashion week organization launched the streaming through which it was possible to follow the FW 2020/2021 collections of the brands participating in the event.

Furthermore, for Shanghai Fashion Week (on March 26) total space for streaming, thanks to the collaboration activated with Tmall, a platform owned by Alibaba that allows 800 million users to watch the live streaming of the shows of 150 brands including Pinko, Diane von Furstenberg and Converse.There is also a see now-buy now service, which allows viewers to pre-order garments and accessories from the catwalk in real time via smartphone.And in Italy? Milano Moda Uomo and Pitti seem ready: the National Chamber of Italian Fashion, in fact, implemented the technological skills already last February by launching the project China, We Are With You, virtual bridge to bring the fashion week to China, and Pitti Uomo is investing in the digital fair project, which will soon be enriched with the Connect platform.

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