As the Fashion Week season is now over, we took a step back to give our opinion about how tech invaded the runway this time. We cannot help but noticing the power of virtual reality, which was highly valuated by designers. Bunch of brands established partnership with technical brands such as Intel or Samsung in order to improve their VR-skills. Tool for fashion democratization, VR was also an instrument to boost sales. Indeed, VR and the « see now – buy now » system were quite intertwined.
We have chosen for you our very favorite pieces of tech raging on the runway.
Innovative materials | threeASFOUR x Stratasys
Inspired by the oscillations, the designer Travis Filch intended to create a collection which could transcript the geometry of vibrations. What with all the Stratasys’ facilities such as multi-color panel or 3D printing technology, threeASFOUR could produce a unique dress.
Wearables | Michael Kors x Android
The anti-sobriety Michael Kors is launching his own line of connected watches: Access. According to him, Access will be the way to introduce new technologies in the fashion sphere without disrupting his clients’ habits. The object will adjust Michael Kors’ fashion victims to all the latest technologies such as a voice activated Google research, social media alerts or fitness tracking.
Wearables | Dolce & Gabbana and its royal garlands
During a very royal fashion show, Dolce&Gabbana introduced a little touch of humor by high tech: some of the models wore tiaras decorated with … light garlands.
Virtual reality | Rebecca Minkoff x Zeekit
The pro-tech designer Rebecca Minkoff has democratized her show during the Fashion Week, allowing people to live it behind their google glasses. But her partnership with Zeekit allowed her to go further. Indeed, the app permits the clients to upload their photo, pick an outfit and try it on their own bodies.
See-now, buy-now | Burberry & Tommy Hilfiger
Burberry unveiled a collection which, for the first time, was immediately available. As such, the spectators were at the same time buyers. Not only Burberry but also Tommy Hilfiger, which partnered with Intel to improve the retail tech and the system of “click and buy”; and also launched its collab with Gigi Hadid through a new chatbot.
Dress naked “humannequins” | Lyst x M
Lyst had the most saucy idea to kick start London Fashion Week. A bunch of naked models were installed behind a store window and, with the help of augmented reality, passers-by could dress them with the burning current outfits.
FASHION SHOW INNOVATION
This year fashion-weeks were all about VR. Lots of brands had taken good care of giving the possibility to their consumers to be on their front row such as The North Face and 7 for all Mankind but also Dior and Tommy Hilfiger which provided instore headsets. Samsung also participated to this democratization of fashion: VR to immerse in the fashion world.
Mixed reality fashion show | Martine Jalgaard x Fashion Innovation Agency & Double Me
For the first utilization of Hololens, Martine Jalgaard unveiled to the audience a mixed reality show where they could meet and interact with a model in order to discover the outfit.
Ocean and British Fashion Council: sneek peak in the London Fashion Week to offer people previews and images from the show. Also, this livestream system could boost the brand new see-now, buy-now.