From June 17 to 19, Shanghai Fashion Week (SHFW) took place across multiple virtual venues. After an initial postponement due to Shanghai’s months-long Covid lockdown, SHFW announced that its autumn/winter 2022 showcase (AW 2022) would be held entirely online.
Spread across domestic and international social media platforms such as Douyin (China’s version of TikTok), YouTube, and Instagram, SHFW was fully livestreamed to a global audience.
While the event was technically not the organization’s first virtual fashion week (which would be Cloud Fashion Week during the first Covid-19 outbreak in 2020), AW 2022 occupies a whole new category of its own. The weekend was packed with a multitude of unconventional events involving the metaverse and wholly immersive experiences.
From simulated catwalks to digital drops and head-turning collabs, a creative variety of online events at SHFW’s AW 2022 session more than made up for the lack of live shows.
1. Shuting Qiu Opening Show
Far from a newbie at Shanghai Fashion Week, Shanghai-based fashion designer Shuting Qiu has showcased several of her romantic and modern collections during past editions of SHFW.
After being locked down for more than 60 days, Qiu burst back onto the scene with a collection of ‘quarantine-chic’ garb. Think practical, comfy faux-fur hoodies and a reimagined version of America’s iconic Ugg boots.
2. Nike x Labelhood — At The Moment
Founded by fashion entrepreneur Tasha Liu, Labelhood has evolved from a boutique to an all-round incubator for young Chinese designers.
Deemed one of the pillars of SHFW, Labelhood partnered with Nike for At The Moment. The campaign conveyed the adrenaline and poise required of athletes to succeed and featured five young Chinese athletes from a range of sports, from skateboarding to basketball.
3. Metaverse Catwalks
What made SHFW’s AW 2022 showcase stand out from other hybrid fashion weeks worldwide was its setting in the metaverse and abundance of digital fashion, both of which are on the rise in China and abroad.
Several designers decided to present their collections in an entirely virtual setting featuring virtual models and digital clothing.
Like something straight out of The Matrix, Feng Cheng Wang’s dark, digital environment matched his cyber-goth garments. Meanwhile, Leaf Xia relied on a kawaii, gamified virtual setting to showcase colorful maximalist pieces.
4. Yu Prize
Founded by entrepreneur and philanthropist Wendy Yu, the Yu Prize awards emerging Chinese designers with cash and mentorship opportunities similar to the prestigious LVMH Prize.
This year’s winners were announced at SHFW’s AW 2022 edition on June 19. Gender-neutral label Ponder.er snagged the top prize (granted in collaboration with Li Ning) for its auto racing-inspired collection Formula Uncategorized.
Meanwhile, AlienAnt, a New York-based brand by designer Yuchen Han, was bestowed with the Yu Prize Rising Voices Award (in partnership with Ugg).
5. Shushu/Tong Closing Show
Hailing from Shanghai, Liushu Lei and Yutong Jiang, the designers behind Shushu/Tong, are fueled by nostalgic imagery from China’s recent past.
The label, founded in 2015, is not only a favorite among Chinese Zoomers but has also gained international prominence, becoming one of China’s hottest brands with a global reach.
Ashes Of Roses, the designers’ latest collection, saw their signature schoolgirl silhouettes with puffy sleeves, white socks, and clunky platform shoes taking center stage.
Cover image via Weibo
