Offline to Online Clothing Store
Viya proves that being an influencer on social media can translate into success on the runway.
Viya Niya x ITIB press video posted in Shanghai Fashion Week official Facebook account on 6th Novemeber 2020. Took place in Shanghai Jin Jiang Hotel in October 14th. Courtesy of Shanghai Fashion Week
VIYA NIYA X ITIB (International Top-tier Innovation Business) Spring/ Summer 2021 Fashion Show debuted in Shanghai Fashion Week - with Viya Hwang’s own unique twist.
Screenshots from Taobao Live App of Viya Hwang’s Livestream on Dec 7th 2019. Screenshot by Liu Yi-Yao.
From fashion to rockets, Viya sells about everything. She is considered Taobao’s livestream queen and China’s KOL (key opinion leader), boasting over 35 million followers in 4 years. During Singles Day, China's Black Friday, Viya’s pre-sales in her livestream almost reached a staggering 590 million USD.
Viya’s concept of her fashion show was unlike anyone has seen before. Despite VIYA NIYA being stamped as the main title, Viya didn’t design any of the clothes. Instead, she was the self-proclaimed bridge that connected designers to consumers. Designers from different parts of the world were able to combine and explode with “unlimited creativity” and transfer different energy as a link, said Viya on her show.
Along with Viya, ITIB, an international design gathering platform to create a super brand of designers, and the Chairman of Qian Holdings, they released an innovate fashion concept of “Live Broadcasting Reshaping the Future” allowing designers to have brand incubation, top traffic and huge supply chain.
This year ITIB has included 8 popular designers: D-Antidote, Nicholas Andreas Taralis, Valentina Tortorella, Giulio D'alessio, Wan Yifang, Helen Lee, Li Wei, and Shine Li. D- Antidote, the only unique Korean designer brand in the collection, excitedly addressed that he is already currently working on the next project with Viya for 2021.
They covered a total of 48 looks, ranging from ready-to-wear to accessories reflecting her own image and style of luxurious urban lady and an independent boss.
VIYA NIYA X ITIB Spring/ Summer 2021 Fashion Show. Left: D-Antidote / Right: Helen Lee. Photographed by Helen Lee.
Most of the collection was seasonless. The designs ranged from oversized suits to leather skirts that consisted with asymmetrical designs and colour blocking. Accessories were typical to the hip street style like chained bags and necklaces.
“There should be no limitation on any styles or designs,” says Viya. “No matter if it’s on the runway, in my livestreaming studio or everyday life, I want to provide more styles and choices for those who are eager to show their life attitude and personality through what they wear.” Although each designer spreads different concepts and ideas, they are all in tune with Viyas’ vision for her brand – diversity, individuality and innovation.
The launch couldn’t happen at a better time. With Covid-19 trapping everyone inside, Viya’s new ‘Buy Now See Now’ model allowed consumers to watch the show live-streamed in front of their eyes and purchased simultaneously. Allowing people who weren’t so interested in fashion, to easily get access to high-end fashion.
From offline to online the change into a digital era is happening right in front of our eyes, and now every “Women of Viya” (name of Viya’s fanbase ) is waiting on their toes to see the next collection - but who wouldn’t be.