Shanghai Fashion Week, which had gone digital for the first time due to the latest COVID-19 outbreak, concluded on June 19. [Photo provided to chinadaily.com.cn]

Shanghai Fashion Week, which had gone digital for the first time due to the latest COVID-19 outbreak, concluded on June 19.

The three-day event saw nearly 40 virtual catwalks held on short-video platform Douyin.

To cater to the digital nature of the event, Lulusmile created virtual fashion on the social game platform ROBLOX, while YES BY YESIR joined hands with virtual idol CHUAN to put on a virtual fashion show. Meanwhile, Feng Chen Wang and the metaverse innovation center InertPlan presented a show using only virtual technology. Other brands such as LEAF XIA, Private Policy, and JARELZHANG also presented unique digital releases.

Shanghai Fashion Week, which had gone digital for the first time due to the latest COVID-19 outbreak, concluded on June 19. [Photo provided to chinadaily.com.cn]

As of June 20, livestreams of the fashion week on Douyin received 2.532 million views. Topics related to Shanghai Fashion Week on the platform had also received 1.07 billion video views.

On Weibo, views of related topics grew by 1.04 billion compared to the previous edition. Fashion week content on other platforms such as Bilibili, YouTube, and Instagram also grew significantly.

Shanghai Fashion Week, which had gone digital for the first time due to the latest COVID-19 outbreak, concluded on June 19. [Photo provided to chinadaily.com.cn]

Shanghai Fashion Week, which had gone digital for the first time due to the latest COVID-19 outbreak, concluded on June 19. [Photo provided to chinadaily.com.cn]

Shanghai Fashion Week, which had gone digital for the first time due to the latest COVID-19 outbreak, concluded on June 19. [Photo provided to chinadaily.com.cn]

Shanghai Fashion Week, which had gone digital for the first time due to the latest COVID-19 outbreak, concluded on June 19. [Photo provided to chinadaily.com.cn]