During Paris Fashion Week, Lanvin collaborated with video platforms Douyin, Yizhibo, iQiyi, and luxury e-tailer Secoo to create a cloud fashion show.
The brand also invited fashion bloggers and boyband UNINE’s Jiayi (嘉羿) to livestream the show’s behind-the-scenes action under the hashtag #lanvin云秀场 (#lanvinCloudBasedRunway), resulting in over 5 million views.
Beyond its new clothing, Lanvin’s latest handbags – which are inspired by everyday objects like takeaway boxes for cakes – peaked on Chinese social media, starting conversations and helping direct a younger audience to the brand.
The coronavirus epidemic is truly testing a brand’s ability to respond, especially in the luxury industry. Like Lanvin, the key for many designers has been to increase human interaction through harnessing technology.