Zara has introduced a novel livestream format on Douyin (the Chinese name for TikTok), featuring supermodel You Tianyi as the host.
This extended five-hour broadcast included catwalk displays, tours of the fitting room and make-up area, as well as glimpses ‘behind-the-scenes’ showcasing camera equipment and staff.
Unlike the usual fast-paced Chinese livestreams, Zara’s event adopted a more composed and choreographed approach. The host leisurely showcased products, projecting a brand image that felt elegant and refined. The production involved 12 cameras, 50 professional crew and a spacious 9,000-square-metre set.
07/12/2023
China
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