Luxury brands in China are going digital to help people maintain normality amid the COVID-19 pandemic. By live-streaming fashion shows that would otherwise be cancelled and offering ‘See Now, Buy Now’ options, brands are hoping to mitigate financial losses and maintain loyal followings.

Gamers are used to spending on virtual goods to customise characters and unlock additional content, but how would they feel about IRL brands existing in these environments? As fashion labels seek to capture the next generation of luxe shoppers, how can they engage gamers in an authentic way?

From VIP front rows to invite-only afterparties, fashion week has long been defined by exclusivity. But in the pandemic, with designers forced to bring presentations online, the event is getting democratised. Balmain has leaned into this shift by live-streaming its show alongside an instant-shopping feature.

How are people thrifting to find looks that last? Why are fashion's historic elitism and exclusivity losing their allure? How has the pandemic turned getting dressed into a form of self-care? And in what ways are people expecting brands to act for social good?