Digital Innovation Supports the Fashion Industry During Coronavirus Outbreak

MILAN — With the coronavirus crisis hitting two of fashion’s biggest players — China and Italy — the multifaceted potential of the digital world is emerging as a key tool to save the sector from a temporary blackout. With the health crisis spreading across China in January, the Italian Fashion Chamber promptly reacted by creating the “China, we are with you initiative,” which enabled Chinese buyers, journalists and consumers to digitally attend Milan Fashion Week. The week’s runway shows and presentations, including behind-the-scenes content and interviews, were live-streamed on both the chamber’s web site and Chinese online platforms Tencent and Weibo. According to Italian Fashion Chamber president Carlo Capasa, 16 million people watched the shows live on Tencent and an additional 9 million users accessed the content via Weibo. “This season, about 1,000 people between buyers, journalists and influencers did not attend the fashion week in Milan, but through this initiative we succeeded in reaching a much, much bigger audience interested in fashion,” said Capasa, putting the focus on the fact that the digital fashion week might have an important value not only during health and political crises, which don’t allow people to travel, but also when stability reigns. “I think that there is

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