Fashion week makes history by going digital

The first installment of the biannual Shanghai Fashion Week this year was undeterred by the ongoing pandemic, shifting all its shows online through a collaboration with e-commerce giant Alibaba in a move that has drawn plaudits, He Qi reports in Shanghai.

When the Shanghai Fashion Week decided to move all its shows online due to the COVID-19 pandemic, local brand Le Fame found itself in unfamiliar waters.

Founded in 2015, the brand was already in the midst of preparing for the runway debut of its 2020 autumn/winter collection. Having to make the shift from the physical realm to the digital one left the team perplexed.

"Finding a site that works and producing special effects through technologies with a tight deadline looming overhead led to many uncertainties. We were all stressed out," says Su Yawei, co-founder of Le Fame.

"It was the first time for everyone on the team to be involved in a project like this. There was no way we could rehearse in advance and we could only depend on our imagination."