The first of the four major shows to go online-only has replaced catwalks with films, podcasts, live-streamed discussions – and even a drop-in virtual afterparty
The stakes are high for British fashion, because London’s prestige in the industry owes much to its reputation for flamboyant clothes and must-see catwalk theatrics. When Shanghai became the first fashion week to pivot to an entirely digital format in response to the pandemic, the event three months ago was hailed as a commercial success, drawing 11 million viewers and selling £2.2m of merchandise direct to consumers during live streams.
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