Shanghai Tang Follows Chloé In Live-Broadcasting Their Runway Show
Shanghai Tang celebrated their spring summer 2011 Miao culture inspired collection today with a runway show, accompanied by a live broadcast online. On the heels of Chloé’s fifth anniversary show broadcast, Shanghai Tang suggests that runway show webcasts may start to become the norm in China.
The pre-runway red carpet lasted from 8:30 to 9:45pm and featured brief interview segments with guests that included rising male model Godfrey Gao and actress Fan Bing Bing. The runway show, taking place in Beijing, started at 9:50 and lasted for 20 minutes, displaying the womenswear and menswear collections, as well as the evening collection for women. The “Metamorphosis” theme was carried through, with the set displaying a lit butterfly, echoing the Miao culture imagery in the collection. With each collection, Shanghai Tang presents China’s rich culture in a modern way and with the Miao culture, the focus was on the close relationship between the Miao people and nature.
While there were certain technical kinks to work out and the viewer count may not be as high as Shanghai Tang had hoped, offering a live webcast reaches consumers everywhere and other fashion labels may soon follow.