# Livestreamed Fashion Presentations Over 150 Brands Streamed During Shanghai Digital Fashion Week By Laura McQuarrie | Published 2020-05-13 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/shanghai-digital-fashion-week References: [thecurrentdaily](https://thecurrentdaily.com/2020/05/11/covid-19-digital-fashion-weeks-ar-adoption-accelerates-retail-plans-for-reopening/) & [alizila](https://www.alizila.com/what-shanghais-first-digital-fashion-week-meant-for-brands-and-designers/?sf120759545=1&) Around the world, industries are reemerging from an uncertain time with a fresh new approach to everything from retail and distribution to live events—and parts of the Autumn/Winter 2020 fashion season are being presented entirely online, as seen with the first-ever Shanghai Digital Fashion Week. Over 150 brands and designers participated in the virtual event, which took place on the Tmall platform. To connect directly with fans in real-time, some designers and brands opted to share inspirations with fans, while others made the most of the See Now, Buy Now format for purchasing runway looks with a phone. On the opening day of Shanghai Digital Fashion Week, millions of viewers tuned in and generated tons of season or pre-order sales. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 82% | Activity: 81% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### What's Driving This Trend - **Digital Fashion Week:** The transition to virtual fashion shows offers an opportunity for designers to save costs, reach wider audiences, and experiment with new technologies. - **See Now, Buy Now:** The See Now, Buy Now format for fashion collections provides an instant gratification experience for consumers and an opportunity to increase sales for brands. - **Livestreamed Events:** Livestreaming fashion shows and events provides an opportunity to increase reach, engagement and revenue from a global audience. ### Who This Affects Most - **Fashion:** The fashion industry has an opportunity to leverage digital events and see now, buy now formats to connect with a wider audience and expand global sales. - **Digital Platforms:** Digital platforms have an opportunity to provide a more interactive experience for consumers to engage with brands, through live-streamed fashion shows and e-commerce shopping. - **Social Media:** Social media platforms have an opportunity to support user-generated content and real-time interactions, which can enhance engagement, revenue and brand loyalty. ## Related on Trend Hunter - [AI-Driven Shoppable Catwalks](https://www.trendhunter.com/trends/ai-driven-shoppable-catwalk.md) - [Immersive 3D Fashion Exhibits](https://www.trendhunter.com/trends/portalm-x-virtual-fashion-exhibition.md) - [Regenerative Designer Fashion Shows](https://www.trendhunter.com/trends/endless-runway.md) - [Web3 Fashion Show Initiatives](https://www.trendhunter.com/trends/reinventing-the-runway.md) - [Livestreamed Fashion Campaigns](https://www.trendhunter.com/trends/amazon-fashion-europe.md) - [Online Lifestyle-Inspired Street Festivals](https://www.trendhunter.com/trends/street-life-festival.md) - [AI Virtual Fitting Rooms](https://www.trendhunter.com/trends/ai-virtual-fitting-room.md) - [Shoppable Luxury Fashion Films](https://www.trendhunter.com/trends/luxury-fashion-film.md) - [Immersive Video Shopping Experiences](https://www.trendhunter.com/trends/asos-live.md)