Virtual model, digital clothing, fashion on TikTok: how Mercedes-Benz Fashion Week Russia masters new formats in self-isolation

Industry: Fashion

The first Russia’s online fashion week took place, its streams viewed by over 800 thousand people across the globe. Mercedes-Benz Fashion Week Russia has been taking place in Moscow for 20 years. Twice a year, in autumn and in spring designers present their new collections. Because of the coronavirus situation, the organizers decided to run fashion shows digitally without any self-isolation violation.

New York, NY (PRUnderground) April 16th, 2020

1. Live shows

Initially, the organizers intended to stream private shows, but abandoned the idea to keep the models and the shooting team safe. Thus, designers had to make video presentations, lookbooks, and filmlets to showcase their clothing from the new collections. In total, there were 32 video shows of 1 to 7 minutes long. 103 Russian and foreign media broadcasted the event along with VK, Facebook, and TikTok. In Day 1 alone, Mercedes-Benz Fashion Week Russia was viewed by over half a million of unique users from Russia, Italy, the United Kingdom, the USA, India, and other countries. In total, 32 video presentations were viewed for over 2.5 million minutes in 2 days. Although every season the organizers bring in editors of top international gloss magazines to Russia, online streams facilitated coverage by a much larger audience. Everyone who was unable to attend the fashion shows in Moscow before, has finally managed to do it.

2. Virtual model and digital clothing

Russia’s first virtual influencer, a popular digital model Aliona Pole, has become the online fashion week ambassador.

Aliona Pole is the first Russian “digital human,” created under the global trend for virtual models taking part in fashion shows. The legend has it that Aliona is 18 years old, residing in Moscow, involved in digital art and clothes design. Aliona stands for conscious consumption, ecological safety, and ethical feasibility throughout the world.

Every day, the model commented shows of Mercedes-Benz Fashion Week Russia in her blog. She attended the shows wearing outfits from her personal capsule of digital clothing made by means of computer graphics and neuronets

3. Webinars on TikTok and home-style challenge

Together with Mercedes-Benz Fashion Week Russia, TikTok engaged designers and fashion experts to present nine free access workshops at the top short video platform TikTok to tell the audience how to promote a clothing brand online, create digital outfit, buy second-hand things online, and stay trendy at home.

Prior to the Fashion Week, TikTok started a fashion challenge #StyleatHome, suggesting that users share their ideas of individual home clothing styles in short videos. In two days, the hashtag was viewed 39,9 mln times.

Moreover, Mercedes-Benz Fashion Week Russia proceeds with using new formats. The organizers decided to arrange an additional set of digital events, specially focusing on VR- and AR- based technologies. The details and dates will be announced any time soon.

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