Nowadays, many fashion weeks have moved online.
Open the live broadcast, you can have a panoramic view of all kinds of new trendy new products and wearing styles; virtual "T-stages" such as clear water and blue sky, retro theaters, art spaces, etc., form just the right echo with the brand clothing... With the help of Internet technology, China has more The local fashion week opens a special digital show. In addition to seeing the debut of trendy new products, the audience can also purchase their favorite products with one click at the first time, realizing the dual experience of "watching the show in the cloud + shopping in the cloud".
Add imaginative wings to fashion performance
Clothing brands showcased the Metaverse show with the theme of "reality and reality". The series of models are all presented in virtual images, and clothing, accessories, models, makeup, and sets are also designed in virtual form; there are also brands that create virtual spaces and use real models. The way of walking on the same stage with the virtual model shows the effect that cannot be achieved in the real environment... This year's Shanghai Fashion Week will create a 6-hour "show broadcast" every day in the form of live broadcast, through the "new concept show" "video fashion theater" and other digital Form brings a creative presentation of Chinese design.
On August 19th, 2022 Qingdao Fashion Week will explore a new way to combine the fashion of "Taiwan" with mass consumption, bringing a diversified fashion consumption experience of "watching the show on the cloud, and buying the show immediately".
Through the unique form of "release show + cloud transaction + cloud forum", Qingdao Fashion Week allows brands to gather on Douyin to help original designer brands sell the latest products and open up the link from display to sales.
Users enter the virtual space with the image of a virtual person, not only can they experience the designer's works in the visual landscaping, but also build a virtual social circle to create conditions for deepening exchanges in real life... September 4th, the Spring/Summer 2023 China International Fashion Week will be launched The concept of "Fashion Metaverse" uses 3D technology to create a virtual fashion landmark, reconstructs the iconic retro industrial style main show of the fashion week in a virtual space, and also makes an appearance of the virtual spokesperson of the fashion week "Xiaomei".
It is reported that many brands have tailored virtual fashion for "Xiaomei", and "Xiaomei" also acts as a virtual curator to guide the virtual fashion shows of multiple brands.
A cutting-edge interactive digital fashion space, an unconventional virtual show, and cross-border pioneering digital exhibits... On September 15, the 2022 Beijing Fashion Week "Cloud Wave Plan" will create a virtual show and digital exhibition hall. Digital fashion venue, covering cloud publishing, cloud broadcasting room, cloud shopping exhibition, cloud interaction, cloud co-creation and other rich content.
Give consumers an immersive feeling
"Online communication has broken the limitations of time and space, and more consumers can learn about the latest brand clothing at the first time." Lv Xiaolei, deputy secretary general of the Shanghai Fashion Week Organizing Committee, believes that rich forms of expression can help designers to further communicate with the audience. Deliver creative ideas.
Industry insiders believe that "Fashion Week on the Cloud" has subverted the business model of traditional offline fashion weeks. In the past, after watching a show, consumers could not buy directly or wait until the next season. Now they can "buy right away".
In addition, this form of presentation subverts the way of communication between designers and consumers. After connecting online and offline, designers' creativity and consumers' needs can have a direct dialogue.
"Virtual characters and virtual shows are sunrise industries, and digitalization can present the imaginary world to the greatest extent." Fashion designer Wang Fengchen said, "The online release form allows many people to know and understand us through the screen. For dozens of minutes, online releases can be permanently saved and played back. Gathering everyone online at the same time point is more inclusive and sustainable, and brings more possibilities. ."
However, "cloud publishing" still has certain limitations.
"The delay and lag of the picture will make the audience experience of 'cloud publishing' very poor, and the communication effect will be greatly reduced." Some netizens complained so.
"With the development of 5G, AR, VR and other technologies, the effect of 'cloud publishing' will get better and better, and the audience's immersive experience will not be far away." Wang Yanlong, a professor at the School of Literature and Journalism of Sichuan University, accepted an interview with this newspaper. Shi believes that traditional press conferences have an irreplaceable sense of presence, ceremony and atmosphere, and "cloud release" cannot replace offline press conferences. In the long run, online and offline press conferences should promote each other.
"Participating in an offline conference is not only a visual and auditory satisfaction, but also stimulates more feelings through smell, touch and taste. At the same time, the offline conference also provides a platform for face-to-face communication, allowing everyone to communicate Feel free to speak freely. Digital fashion week cannot completely replace traditional fashion week. The two are complementary. Virtual online release plus real offline release can fully express the meaning of the design itself.” Wang Fengchen said.
Li Xueqin