Instagram has launched a ‘Fashion Week 2020 Playbook’ to help fashion retailers and brands create digital catwalks during the coronavirus crisis.

The playbook, which has been created in partnership with the British Fashion Council, will help retailers “regardless of location, size or budget” participate in a digital fashion week using Instagram tools, at a time when physical events around the world are being cancelled or postponed.

Fashion brands will be able to create “invitations” using a countdown sticker, recreate a “backstage area” using Instagram Stories and use shopping tags to “drive sales straight from the runway”.

Instagram plans to link the fashion week tools with parent company Facebook’s newly created Facebook Shops. The link-up will allow brands to set up one virtual store across both platforms and is designed to allow customers to shop more easily during the virtual fashion shows.

Facebook launched Shops on May 20, offering businesses a platform to sell products across the social media websites on a no-fee basis.

Shoppers can use the service to browse products, message sellers directly on Instagram, Facebook Messenger or Whatsapp, and arrange purchases. In the USA, users are able to make purchases within the app using the Instagram Checkout feature.

Facebook will also collect data from purchases in order to show more targeted adverts to customers.

Instagram’s move comes as designer labels such as Gucci abandon the traditional fashion calendar amid the pandemic.