By  on March 4, 2020

LONDON — Fashion show live-streaming is becoming increasingly important for luxury brands to engage with its audience in China in the fall 2020 season, and it’s done in a way seen nowhere else.

Communication managers in the China press office of European luxury houses are now competing on who can achieve the highest views on Chinese social media platforms, as big editors and brand ambassadors canceled their trips due to the coronavirus outbreak.

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