# Empowering Fashion Activations Shanghai Fashion Week Hosted Visa's "Where You Shop Matters" Event By Jana Pijak | Published 2021-01-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/shanghai-fashion-week-1 References: [finance.yahoo](https://finance.yahoo.com/news/visa-brings-where-shop-matters-031300595.html) This year's Spring/Summer 2021 Shanghai Fashion Week was the first physical event of its kind post-COVID and marked China's economic recovery and the nation's success in controlling the ongoing spread of coronavirus. In addition to a number of physical fashion presentations, the event was also home to branded activations including [Visa's](https://www.trendhunter.com/trends/typewriter-campaign) notable "Where You Shop Matters" exhibit. The event mark's Visa's fourth year of partnering with Shanghai fashion week and was launched in collaboration with luxury retailer [FarFetch](https://www.trendhunter.com/trends/farfetch). In addition to sponsoring young Shanghai-based designers, Visa is also looking to "empower the sustainable development" of these up-and-coming talents. "The impact of COVID-19 is being felt by economies worldwide, especially small and medium-sized enterprises. As a result, business is stagnating for young Chinese designers." Visa's [immersive exhibit](https://www.trendhunter.com/trends/designer-installations) was hosted during Shanghai Fashion Week in October of 2020 and included an Empower & Envision Forum and opening dinner, diving into to how to best help empower young designers while also promoting environmentally friendly practices. Image Credit: Visa, Yahoo! Finance ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 32% | Activity: 51% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Sustainable Fashion:** Visa's 'Where You Shop Matters' exhibit highlights the importance of environmentally friendly practices in the fashion industry, indicating a growing trend towards sustainable fashion. - **Virtual Fashion Events:** As the world continues to adapt to the impact of COVID-19, there is a growing trend towards virtual fashion events, presenting an opportunity to explore the potential of new technologies and reach a global audience. - **Empowering Emerging Designers:** Through its partnership with Shanghai Fashion Week and FarFetch, Visa is empowering young Chinese designers, suggesting a trend towards supporting and investing in emerging talent in the fashion industry. ### Where This Applies - **Fashion Industry:** Visa's 'Where You Shop Matters' exhibit at Shanghai Fashion Week is indicative of opportunities to innovate and transform the fashion industry through environmentally sustainable practices and supporting emerging talent. - **Event Planning Industry:** With a growing trend towards virtual fashion events, the event planning industry has an opportunity to explore and develop new technologies to create immersive experiences for global audiences. - **Sustainability Industry:** Visa's promotion of environmentally friendly practices in the fashion industry suggests a growing trend towards sustainable fashion and opportunities for innovators in the sustainability industry to develop and provide eco-friendly materials and solutions for fashion designers and retailers. ## Related on Trend Hunter - [Immersive 3D Fashion Exhibits](https://www.trendhunter.com/trends/portalm-x-virtual-fashion-exhibition.md) - [Online Lifestyle-Inspired Street Festivals](https://www.trendhunter.com/trends/street-life-festival.md) - [Gilded Retail Exhibitions](https://www.trendhunter.com/trends/through-the-keyhole.md) - [AI-Driven Shoppable Catwalks](https://www.trendhunter.com/trends/ai-driven-shoppable-catwalk.md) - [Cross-Cultural Runway Shows](https://www.trendhunter.com/trends/chinese-golden-age-models.md) - [Nostalgic Luxury Pop-Ups](https://www.trendhunter.com/trends/celines-zhangyuan-popup.md) - [Immersive Fashion Pop-Ups](https://www.trendhunter.com/trends/shein-pop-up.md) - [Designer-Made Art Installations](https://www.trendhunter.com/trends/unboxing.md) - [Designer-Led E-Commerce Partnerships](https://www.trendhunter.com/trends/willy-chavarria1.md)