Fashion brands go online to beat pandemic

Li Fei Gu Xiaoying Ma Xuefeng Zhong Youyang
In the Mode Shanghai showroom, iDEALShanghai invited nine Shanghai-based independent brands to show their new designs and the new trends of 2020 autumn and winter.
Li Fei Gu Xiaoying Ma Xuefeng Zhong Youyang
Shot by Ma Xuefeng. Edited by Zhong Youyang. Subtitles by Li Fei and Andy Boreham.

As a prelude to Shanghai’s Double Five Shopping Festival, Mode Shanghai, a huge showroom hosted by Shanghai Fashion Week, was opened for fashion buyers on April 27. Over 150 brands joined the festival to show their designs for the new season.

Due to the coronavirus pandemic, the regularly scheduled autumn and winter 2020 shows, expected to be held in Xintiandi and other arty locales around the city last month, were canceled and turned into live digital streaming events. As a follow-up to fashion week, Mode provided both online and offline ways for buyers.

“We’ve carefully thought about the launch time of Mode. We needed time to get through the pandemic, but we cannot be too late to miss the autumn and winter season order time,” said Zhang Jie, Project Director of Mode.

In cooperation with IMS GROUP, a leading Digital Transformation Agency, they also provided an online trading platform “mode: ec” for the physical showrooms.

“Buyers can see details of products by scanning a QR code at the showroom or keyword search. Making orders online is also available. The order form in an electronic format will automatically be sent to the brands on the platform.” Zhang said.

Because fashion buyers can’t join the event due to the outbreak of COVID-19, Mode hosted a virtual showroom by live streaming.

It’s kind of like TV home shopping, or the influencer method, where KOL hosts push consumers to purchase directly through e-commerce portals.

For the masses that means it is no longer an invite-only event, everyone can see the new designs and purchase online through live streaming.

In the showroom, iDEALShanghai invited nine Shanghai-based independent brands to show their new designs and the new trends of 2020 autumn and winter.

Fashion brands go online to beat pandemic
Ti Gong

A wall displays various fashion products. 

Fashion brands go online to beat pandemic
Ti Gong

The reception desk of Mode Shanghai showroom

CHENPENG

“This year, the star product of CHENPENG is an oversize down coat. Its puffy sleeves with ribbons make it very suitable for girls. The fabric of it is super waterproof and is filled with 700-volume of white goose down. It keeps you from being cold even at minus 20 degrees. The design of its back is a little bit like a turtle and tailored like a cocoon. Thus, when you put this coat on, it flatters your figure, making your legs look slim and face look small.”

— Chen Peng, founder of CHENPENG

Fashion brands go online to beat pandemic
Ma Xuefeng / SHINE

A trendy plaid-striped down coat from the brand CHENPENG

BYARN

“BYARN is a brand focus on cashmere. All of the cashmere we use is sourced from Inner Mongolia with sustainability and traceability. The must-have piece is a cashmere sweater. It is very soft and can be matched with any home pants.”

— Sandra, designer of BYARN


Fashion brands go online to beat pandemic
Ma Xuefeng / SHINE

BYARN’s designer shows Fiona Li (left) a cashmere sweater.

Maison J

“Maison J is a designer brand featuring an elegant style. This year, our design mainly focuses on campus vintage. This dress has a wide lapel and dots design, which will never be out of season.”

— Gigi, designer of Maison J

Fashion brands go online to beat pandemic
Ma Xuefeng / SHINE

Campus vintage clothes from the brand Maison J

Celf Identity

“The theme of Celf Identity for this season is rebellious nobles, trying to convey the idea of thinking out of the box. Velvet fabric and plaid patterns are used to give this dress a retro style. The coat was made of environmentally friendly material and is also waterproof. It is decorated with flounces to symbolize 15th century nobles with a single sleeve to express rebellion and unruliness.”

— Cherish, designer and founder of Celf Identity

Fashion brands go online to beat pandemic
Ma Xuefeng / SHINE

Shirlene Gu tries on a velvet coat with flounces from Celf Identity.

D.MARTINA QUEEN

“The soul element of D.MARTINA QUEEN is the Nine Color Deer, which is from the 257th Mogao Grottoes in Dunhuang. We try to interpret traditional culture in a modern way. The wing-like design on the back makes this coat suitable for women with baby fat. Vertical stripes also help flatter your figure.”

— Martina, founder and design director of D.MARTINA QUEEN

Fashion brands go online to beat pandemic
Ma Xuefeng / SHINE

Fiona Li (right) tries on a coat from the brand D.MARTINA QUEEN.

Tie For Her

“Tie For Her is an haute couture lady suit brand with a minimalism design philosophy. Many of our suits have appeared in TV dramas and films, such as “Perfect Partner” and “The Best Partner.”

— Calvin Shi, sales director of Tie For Her

Fashion brands go online to beat pandemic
Ma Xuefeng / SHINE

A fashion boutique of Tie For Her

Front

“One of the top picks of our sunglasses is designed under the concept of “Make-up Imitation.” The upper green part imitates eye shadow and the pink part below imitates blusher. Girls can be on the camera simply by wearing glasses and lipstick with it. It has rivets and cavities for DIY.”

——Vincent Chen, sales manager of Front

Fashion brands go online to beat pandemic
Ma Xuefeng / SHINE

A pair of trendy glasses from the brand Front

NIKITA CAI

“The theme of the new designs for autumn and winter 2020 is “the dead doll.” It may sound very dark but what I want to express is “original intention that passed away.” My favorite is a coat with an oversized cutting while decorated with girly flounces on collars in a way of contrast.”

— Nikita Cai, designer of NIKITA CAI

Fashion brands go online to beat pandemic
Ma Xuefeng / SHINE

A shiny skirt from the brand NIKITA CAI

JUNNE

“JUNNE is a brand focused on woman’s knitwear and we use knitting technology to make some interesting designs. For example, we have a collection named “Skeleton” this year, the stereoscopic structure was knitted with woolen yarn.”

— Sherry Lin, branding manager of JUNNE

Fashion brands go online to beat pandemic
Ma Xuefeng / SHINE

Fiona Li (left) and Shirlene Gu select among JUNNE’s pieces.

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