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.