Fashion performance using a digital platform to reach, attract the audience | Culture / art

Fashion designer Chung Thanh Phong (C) presents his latest designs in a digital broadcast.
This is the first year that Vietnam International Fashion Week, one of the biggest events of its kind in the country, could not take place in person. Instead of hosting the annual fashion show, the organizer launched the TikTok FashUP 2021 campaign to find fashion and beauty content creators. ). After two months of launch, the event attracted nearly six billion viewers and 1.6 million videos, more than 2,200 videos competing for the 4 areas, including beauty (Beauty Icon), modeling (Modeling Icon ), Fashion Icon and Fashion Design. page (fashion design icon).

The campaign also introduced the public to the latest collections from the country’s top designers, including Chung Thanh Phong’s CTP No.1, Ivan Tran’s All B which had previously been showcased during the Fashion Week of the Asean Republic of Korea 2021.

Several fashion designers have maintained their business, prepared marketing strategies and created new models during a long stay at home due to the period of social distancing. They plan to introduce fashion lovers to the latest collections in the coming days, such as Adrian Anh Tuan with the Hen Ho (Dating), Le Thanh Hoa with a collection of wedding dresses called Love.

Meanwhile, one of Vietnam’s leading designers, Nguyen Cong Tri, has expanded into overseas markets. World famous celebrities have chosen to use Cong Tri’s creations, such as Katy Perry, Rihana, Kate Bosworth, Katherine McNamar, Rita Ora, Beyoncé, Gabrielle Union, Cobie Smulders, Julia Garner, Camila Cabello and the former first lady. American Michelle Obama, Rebecca Ferguso, Jennifer Hudson, Lorde, Becky G, Rosé (BlackPink), Camila Cabello, Katy Perry, Rihanna, Gwen Stefani and more.

Other stars namely MC Vick Hope, Tallia Storm, Georgia Steel, Zoe Hardman and Eva Huang Sheng-Yi wore dresses by designer Tran Hung.

From the very beginning of the creation of his brand, Tran Hung built a strategy towards the global market. The strategy does not focus on in-store sales but also on online shopping. In addition, sustainable fashion is also one of the essential factors, said designer Tran Hung.

By Tieu Tan – Translated by Kim Khanh

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