Our customer Crescenzi & Co contacted Smart Eventi to receive a support in the organisation of the fashion shows for the Chinese group Tmall and Aliexpress.
During September Fashion Week, in collaboration with Crescenzi & Co, we organised some fashion shows for the Chinese group Tmall and Aliexpress, which decided to launch some emerging Chinese and non-Chinese designers during the fashion week in Italy.
We realised three fashion shows for the occasion for SHUSHU/TOG, YIRANTIAN and a group of emerging designers who were selected all over the world thanks to a contest.
The fashion show was called "Starry Night" and the main characters were some Italian brands and a Chinese brand, Mishow.
Besides organising the fashion shows, we set a display area where some brands which are sold online on Aliexpress e-commerce were exposed. Aliexpress is a global marketplace platform of Alibaba group.
During the event Aliexpress conncted the brands with the consumers through its live streaming "buy while you watch" and it announced its 2020 fashion trends.
Moreover a big news introduced by Alibaba was presented to allow the customers to try the clothes on virtually: the "magic mirror".
We looked for a suitable location to realise the event and we managed the set up and all the light, audio and video system.
The initiative saw the participation of 400 people of the sector, among blogger, influencer and journalists and at the end of the fashion shows a cocktail was served to conclude the day in the best way.
The location that we chose offered a great visibility to the items which were presented thanks to the wide and bright spaces, which allowed the guests to admire the collections on the catwalk in all their splendour.
This fashion show is part of the Smart Fashion Project 2019.