Angel Chen staged a virtual fashion show across five digital platforms at Shanghai Fashion Week, showing a new way forward for the fashion industry.
When I last spoke to Angel Chen in February, the designer was under strict quarantine in her home in Shanghai, China. A friend had connected us, and I had been anticipating her arrival at Milan Fashion Week, where she usually presents her collections, and watching her excel on Netflix’sseries. “Like every season, we were planning to show our new collection at the official schedule of Milan Fashion Week, on February 21. The timing, location, and venue were confirmed.
Because Chen had already started working on her collection in November, she had a leg up creatively. Even with just 11 days until her virtual fashion show during Shanghai’s all-digital Fashion Week, presented in collaboration with Tmall, she had a lot of samples and themes already cemented. “We had started working on it back in November, before the crisis hit. The concept was established, and I worked first on the graphics, then moved on to the design and fabric choices.
With regulations around self-isolating loosening in China, Chen and her team were able to strategize a way to present her fall 2020 collection virtually on five different platforms: Labelhood’s Tmall store, her own Taobao store, Instagram, Weibo, and Douyin. “It was challenging to make this work in such a short time to meet the Digital Shanghai Fashion Week deadline, but as I love working with new technologies, my team and I were up for the challenge,” she says.
“We filmed the models in a very cool space against a green screen. We shot the motorcycle views on the road in the city,” she continues. “We then worked on a video montage in the studio to superimpose the virtual backgrounds with the models. This was the most difficult part.” Even with the difficulties of not being able to hire a stylist—or even be in the same room as her models—Chen’s virtual show fully encapsulates her vision and her collection.
As one of the first shows of its kind, it showcases a new way forward for fashion shows, fusing digital technologies with in-the-flesh models and garments. “Under this situation, the virtual show and livestream was successful and allowed us to reach and connect with much bigger audiences,” Chen says, explaining that 40,000 watched the show on Tmall live alone and that retailers have been placing orders based on the stream.
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