Luxury fashion is now turning to Twitch to live-stream runway shows

A seat at runway shows were previously the purview of VIP crowds. Pictured here is Kim Jones, the creative director of Dior's menswear. Photo: AFP

Social networks and streaming platforms are the new playground for luxury houses (as well as ready-to-wear labels), since they have had to reinvent their relationships with customers during the pandemic.

Lockdowns and shelter-in-place orders have meant having to rely on 100% digital technology to present new collections – and to reach younger audiences. Live streaming platforms are thus fast becoming the new digital runways.

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The latest brand to experiment with such new formats is Dior. The French fashion house will present its latest menswear runway collection on Twitch. Viewers will get to discover the Autumn/Winter 2021 collection, as well as the season's main sartorial trends in a live presentation.

Dior is not the first to do so though. In September, Burberry also streamed its London Fashion Week show on Twitch.

It is not just runway shows though. Campaigns by such labels have also undergone a transformation. Released digitally, they offer more entertainment value.

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Twitch was launched originally for e-sports, but is reaching an ever-widening audience with content related to everything from politics to music and fashion.

It shows how much things have changed in the fashion industry. A seat at runway shows were previously the purview of VIP crowds.

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Luxury houses have been building up their presence on social media like Facebook and Instagram for years, but the global health crisis has found them doubling down on digital shows.

Runway presentations have had to be cancelled and boutiques have been closed for extended periods of time during the pandemic.

Snapchat and TikTok were also become a go-to for the brands to reach Generations Y and Z, with the launch of special filters as well as advertising campaigns. – AFP Relaxnews

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