September 23rd, 2016

Fashion technology transforms the Fashion Show

With the start of the S/S 2017 Fashion show calendar beginning in New York last week and the end of London Fashion week, we have seen not only the unveiling of the latest fashion styles but also the showcasing of a variety of fashion technology advances indicating that this trend is set to continue.

Whilst innovations in wearable technology in recent years have included the robotic dress, 3D printed apparel and of course the smart watch, the rapid rise of social media has seen technology in fashion shift slightly away from “wearability” towards enhancing the fashion show experience and the high fashion hook up.

At NYFW Tommy Hilfiger introduced a new click and buy collection so that anyone who wanted to could instantly buy the new collection straight off the runway, Burberry was live streaming its London show and using Facebook Messenger chatbots to allow fans to interact with the collection and online retailer Lyst coined the phrase “humannequins” when they used Augmented Reality (A.R.) to allow passers-by to dress semi-naked models with virtual representations of clothing using smartphones and iPads. But by far the most exciting technological fashion experience unveiled at LFW was the product of a collaboration between luxury brand Martine Jarlgaard London and technology company DoubleMe. The Jarlgaard collection was presented also using Augmented Reality for a mixed reality show. Attendees at the event staged at the exclusive W Hotel in London wore Microsoft’s head mounted Halolens that when worn allowed them to see and move naturally whilst viewing the collection through a transparent lens. Commenting on the event Martine Jarlgaard stated “Technology, from mixed reality to 3D printing, will redefine fashion and has the potential to become the most significant engine of change in the quest of a more intelligent, sustainable and ethical approach. Virtual presentations will become instantly viewable worldwide, even on smartphones and tablets. 360 degree navigational control will enhance the experience and democratise the fashion show. It will leave you in control.”

This collaboration of fashion and technology was brought about by Olswang partner, Fashion Innovation Agency, who have been behind many fashion and technology projects including the Fyodor Golan and Nokia partnership that created the first interactive skirt made of Nokia Lumia 1520 smartphones. Speaking about the Jarlgaard show, Matthew Drinkwater, who heads the agency, commented “The potential of mixed reality to transform the fashion industry is huge. From creation to showcasing and retailing, this medium will have a profound impact on the way brands and designers will connect to their consumers. This collaboration is an exploration into a new approach to showcasing that removes the barrier between physical location and the audience and challenges the concept of a traditional fashion show”.

As official technology partner of NYFW, Intel is already transforming the fashion show experience using virtual reality. It therefore remains to be seen what other fashion technology innovations will feature at next year’s Fashion Shows.

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Fashionista has been reading a recent case in the UK High Court which highlights some of the issues that can arise when designers sell their business without considering future ventures they may wish to purse. The UK women’s fashion designer, Karen Millen, has lost the right to trade under her own name in the US […]

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As we celebrate London Fashion Week Fashionista is pondering whether the same designers will be willing to show in London post Brexit if their designs will not be protected by the Community unregistered design rights? Fashionista’s legal friends at Olswang have explained that the current legal framework which protects UK creativity and enables new designs […]

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Here at Fashionista, we’ve regularly commented on the developments within the wearable tech sphere. Wearable tech has previously focused on fitness devices and jewellery, but has recently enjoyed an exciting new development, thanks to the smart “DuoSkin” tattoos created by MIT and Microsoft. These smart tattoos create an interface between a wearer’s device and the […]

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August 23rd, 2016

Home of the Espadrille!

Fashionista‘s colleague Yvonne Onomor has been enjoying wearing summer’s most comfortable of shoes, the espadrille, and has discovered that the “espadrille” originated, not from Spain, but from the Basque country on the French side of the border.  A region aptly named “Soule” of which the main capital is Mauléon-Licharre. Global recognition of this fact, however, […]

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Fashionista has learnt that on 25 May 2016, the UK Competition and Markets Authority (“CMA“) announced that a statement of objections has been sent to five model agencies and their trade association, the Association of Model Agents (“AMA“), alleging coordination on fees paid by their customers, including high street chains, online fashion retailers and consumer […]

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February 15th, 2016

When is a copycat a parody?

A recent case in New York has considered whether canvas tote bags that included copies of Louis Vuitton’s trade marks and designs infringed their IP rights, as reported by TechDirt. The defendant in the case, My Other Bag, Inc. (“MOB”) sells bags that have the text “My Other Bag …” on one side and drawings […]

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While there has been lots of talk about the opportunities afforded by wearable tech, the only commercial success to date has been Apple’s Watch. Perhaps this is because there are not many players who have the necessary expertise in both the creative and technical disciplines to produce a “smart” product that is also beautiful . […]

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June 26th, 2015

e, m, s …

It is not so long ago we graduated from traditional bricks and mortars shopping to the brave new world of e-commerce. Many, myself included, thought it would never catch on. Clearly, I am more than happy to admit, I was very wrong. Over the years, a growing majority of my shopping has been done online […]

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