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06-30-2020

By James Hebbert

Hylink has been appointed by the Fédération de la Haute Couture et de la Mode (FHCM) to implement and execute the digital communication strategy in China for its Haute Couture Week Autumn-Winter 2020/2021 and the Paris Fashion Week® Men's Fashion Spring-Summer 2021, following the cancellation of its physical shows. In order to optimise the visibility of two of the most iconic events in the French fashion culture, the agency has built a substantial partnership program with major Chinese social networks.

In order to present the Spring/Summer 2021 collections, the Fédération de la Haute Couture et de la Mode (FHCM) is setting up the “Haute Couture Week Online” from July 6 to 8 and “Paris Fashion Week® Menswear Online” from July 9 to 13 to promote the creativity and know-how of its member companies in a digital format.

For the first time in history, these events will be made available to the general public all over the world, and the creative videos and other editorial contents from each member brand of FHCM will be broadcasted via a dedicated online platform.

As an exclusive partner of FHCM for China, Hylink will leverage its digital expertise and local media relations at the service of FHCM to promote and broadcast the Haute Couture Week Online and Paris Fashion Week® Men's Fashion Online content to the Chinese public at large. The agency will rely on its mastery of all content delivery platforms to publicise the events. It will also be responsible for creating and managing the dedicated platform as well as the official accounts of FHCM on all major Chinese social media, and to deploy key opinion leaders as a part of its comprehensive digital strategy.

“This is a unique moment in the history of fashion. The industry is undergoing major changes facing sustainable development and digitalisation, issues that have become even more crucial following the COVID crisis. By taking the decision to bring this edition of Haute Couture Week and Paris Fashion Week® Men's Fashion online and to open the exclusive content to all Internet users all over the world, the FHCM reasserts its role as fashion industry leader globally."

Yuan Zou, Head of Luxury and Fashion Europe expressed, "we are very honored to collaborate with FHCM on this historic occasion. Hylink will bring its expertise as a leader in digital communications and facilitate FHCM’s task of bringing Paris Fashion Week contents directly to the Chinese public at large for the first time in history.''

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