London Fashion Week 2014 witnessed the further amalgamation between technology and fashion. Bolstered by the British Fashion Council’s Innovation and Digital Pillar, whose aim was “to support the British fashion industry to become the world leader in creativity, business and innovation”, London Fashion Week 2014 made great moves towards solidifying London’s status as a dynamic, innovative and tech savvy capital.

TwitterButton

Burberry was once again at the forefront of combining its fashion with technological firsts. The fashion house, whose flagship store on Regent Street has technology right at its heart, was one of the first brands to embrace Twitter’s “Buy Now” button. Viewers can store their bank account details on Twitter so that when they come across a tweet featuring a product that they like, they simply touch the button and their order is made. Burberry used this function to sell its SS15 nail varnish straight from the catwalk to online US viewers. This may prove to be an exceptionally powerful tool to sell limited edition products, hold a flash sale and tap further into the mindset of emotion led impulse shoppers.

TopShoptech

Topshop introduced its “Social Catwalk”, by streaming its live SS15 show onto a digital screen in its Oxford Circus flagship store. Acknowledging the importance of speed within the retail market, shoppers were allowed to buy six items from the latest collection immediately after the show. This marked another digital “first”. The shop simultaneously ran a live Instagram feed on which customers could upload pictures of themselves by using the hashtag #Topshopwindow. Topshop also picked who it felt were the rising stars of Instagram to cover its London Fashion Week show and experience. This followed Tommy Hilfiger’s earlier decision to hand over control of his Instagram site to Alexa Chung during his New York Fashion Week show.

HenryLFW

Henry Holland embraced technology with Metail to create a world first. The partnership allowed customers to not only watch the House of Holland SS15 fashion show live, but to also create their own personalised “MeModel” and try on clothing from the catwalk in real time. Customers could input their height, weight and bra size onto the website, which created a model whose proportions were within 96% accuracy of the user’s own body. Customers could then select the clothes as they saw them on the catwalk, view them on their “MeModel” and ultimately place an order with the brand.

RichardNicollLFW14

 

Richard Nicoll furthered the developments made in wearable technology by producing a “Tinkerbell” dress in conjunction with Disney and Studio XO (the pair behind Lady Gaga’s ARTPOP touThe slip dress was made from a fibre optic fabric activated by high intensity LEDs which gave the dress an ethereal glow and allowed it to change colours throughout the show.

 

London Fashion Week 2014 proudly showcased how its designers have successfully embraced technology far more than its New York, Paris and Milan counterparts. We look forward to seeing how London Fashion Week 2015 will further the developments between style and technology.

By: Sarah Wright
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