Spotted: During Paris Fashion Week, Lanvin collaborated with video platforms Douyin, Yizhibo, iQiyi, and luxury e-tailer Secoo to create a cloud fashion show.

The brand also invited fashion bloggers and boyband UNINE’s Jiayi (嘉羿) to livestream the show’s behind-the-scenes action under the hashtag #lanvin云秀场 (#lanvinCloudBasedRunway), resulting in over 5 million views.

Beyond its new clothing, Lanvin’s latest handbags – which are inspired by everyday objects like takeaway boxes for cakes –  peaked on Chinese social media, starting conversations and helping direct a younger audience to the brand.

More impressively, the collaboration experimented with VR, allowing customers to experience a rare front-row view. Viewers were also able to shop virtually at the BFC flagship store in Shanghai by instantly connecting with sales associates on WeChat.

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