The organizer of Shanghai Fashion Week has higher aims than simply returning to normal. After pivoting to a fully digital event last year, for fall 2020, Shanghai International Fashion Center debuted for this season the “Shanghai Fashion and Lifestyle Carnival.” The online platform enables fashion brands to sell directly to consumers through daily livestream programs.

As part of the programming, China’s top live-streamer, Austin Li (known in Chinese as “Li Jiaqi”), teamed with fashion incubator Labelhood on a livestream on April 6, the opening night of Shanghai Fashion Week. His 42 million followers on e-commerce platform Taobao could tune in. Labelhood has been partnering with Shanghai Fashion Week to host runway shows for emerging designers since 2016.