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The global fashion business journal

Apr 20, 20248:34am

Shanghai finds loophole: teams up with Alibaba to broadcast fashion week online

Postponed Shanghai Fashion Week will collaborate with the giant Alibaba Tmall to broadcast the autumn-winter 2020 fashion shows, which have been canceled due to the coronavirus epidemic.

Feb 27, 2020 — 5:06pm

Shanghai finds loophole: teams up with Alibaba to broadcast fashion week online



Shanghai and Alibaba find a loophole through alliance. The Chinese fashion event will collaborate with the digital Tmall to broadcast the autumn-winter 2020 fashion show through an online platform.


The online fashion week is set to take place between March 24 and 30, since the application for the online show has just begun. The alliance is, in fact, an alternative to confront the current crisis. 


The online platform will broadcast the fashion show live and customers will have the opportunity to buy the collection instantly. “Tmall promises to direct millions of traffics to our designers. This means brands will be able to generate more sales, and many of them can be saved from bankruptcy amid this difficult time,” Xiaolei Lv, vice secretary of Shanghai Fashion Week, confirmed to WWD.


Although this measure has been taken as a result of the health crisis in China, it may not only be sporadic. If the outcome of this initiative is good, Shanghai Fashion Week will not rule the option to incorporate this online version to its calendar as confirmed by WWD.


The coronavirus has been the great disruptor of fashion weeks, not only in the Asian continent but also in Europe. Beijing, Shanghai, and Seoul have postponed or canceled the event and the recent news of the coronavirus in northern Italy caused the cancellation of parades in Milan.

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