Pinko at the Shanghai Fashion Week

Opened on March 24, the Shanghai Fashion Week started with Italy and Pinko’s show.

A virtual edition for the Week, following the agreement between the Shanghai Fashion Week and Tmall, from the Alibaba Group, in order to reach a global audience of enthusiasts rather than just professionals, with 150 Chinese and international brands on schedule including Diane Von Furstenberg.

The only Italian brand on the calendar, Pinko opted for continuity, and decided to attend to acknowledge that events in the fashion sector will go more and more digital, as the brand’s CEO Pietro Negra affirmed.

Our show

he explains from Italy, where he stayed to deal with the emergency

was broadcast in live streaming on Alibaba’s channel, partly on a see now, buy now model. It was a positive experience for us, which we’ll likely repeat. This does not mean that Fashion Weeks will completely go virtual from now on, but formats like this will soon be routine

According to Negra, taking part in Shanghai’s event was also an opportunity to check on the signs coming from China, which lead to think that the country will recover faster than expected.

In the past few weeks, the situation in China already showed remarkable signs of recovery as to retail. Our 55 stores reopened, both directly managed and franchise, and results have been more than encouraging

stresses Negra.

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