One of the most powerful aspects of the Fashion Week showcases are the stories that each collection conveys; and it is this narrative that allows people to connect with both the designers and the garments themselves. People are more likely to remember information presented in a story format, rate the brand more positively and be more likely to purchase the products (Lundqvist, Liljander, Gummerus & van Riel, 2013). Furthermore, stories are easy for consumers to attend to. From a young age many of us are presented with information through stories, we learn to connect to others by learning about their experiences and appreciate the world by engaging in its history (e.g. Woodside, Sood & Miller, 2008). Although we have begun to see live streams of catwalk shows made available to the public in recent years, it is perhaps surprising that it has taken a pandemic to push the fashion industry into expanding its online presence during Fashion Week, given the accessibility, adaptability and arguably increasingly effective nature of the internet.