Coronavirus keeps Chinese fashion labels, and buyers, away from catwalks in London and Milan
- China is luxury fashion’s No. 1 market, but its buyers, stylists and media are largely expected to miss autumn/winter shows in two of Europe’s fashion capitals
- They will see ramped-up online coverage of the shows, and Italian fashion chamber reaches out to China ‘to send a message against ignorance and prejudice’
Hundreds of department store and boutique buyers from China – luxury fashion’s biggest market – will not be travelling to this year’s fashion weeks in London and Milan because of the deadly coronavirus, organisers of both events have announced.
The European events hope the Chinese buyers will be placing their orders online instead, with Milan and London promising to ramp up virtual coverage of their catwalk shows and product promotions.
British organisers said Chinese attendance was expected to be “significantly reduced”; their Italian counterparts suggested about 1,000 buyers, journalists and stylists were likely to miss out.
The novel coronavirus – which causes pneumonia-like symptoms – has infected more than 28,000 people in China, and there have been 565 deaths so far. Comparatively few cases have so far been confirmed outside China.
The National Chamber for Italian Fashion (CNMI) predicted the epidemic could cause a 1.8 per cent drop in sales for the Italian industry in the first six months of this year. Three Chinese brands, including Angel Chen, have already said they cannot take part in Milan as factory closures have stopped them from finishing collections in time for the event, which begins on February 18.
CNMI head Carlo Capasa says he would do his utmost “to convey the emotion and content of fashion to those who are far from the catwalks”.