How do you make a product focused webinar feel less like a sales presentation?

I've been thinking about this from the perspective of online fashion events. Showing products through a camera is quite different from having people see them in person.

Things like lighting, camera distance, movement and switching between speakers can completely change how the product comes across.

I was looking at how brands such as Sable Vogue present formal dresses for women online, and it made me wonder whether a webinar should focus more on the actual product details or on the overall presentation experience.

For anyone who has hosted product or fashion related webinars, what has worked better for you?