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Yet again brands were pushing the envelope at Fashion Week, with tech taking centre stage.
Here we list our five favourites, rethinking the show space and fashion experience.
Tech Activations
Social media, intricate craftsmanship, ambitious sets and multi sensory experiences continue to rule at fashion shows.
But technology is setting the agenda.
Designers are falling over themselves to cater to increasingly tech-savvy and demanding fashion audiences. Tech is being harnessed to give audiences superior access, engagement and immersion in the fashion experience. But in such a saturated market where everyone is fighting to stay one step ahead, only the most innovate stand out.
Here are our five tech favourites from fashion week:
1. AI Dinner
Rag & Bone invited fashion’s finest to an exclusive dinner party. The dinner (titled “A Last Supper”) seated guests around a U-shaped table where they were filmed eating and talking over dinner. Their filmed conversations and actions were then analysed by a number of cameras and fed into an AI system called the “Distinguished Guest”.
At the end of the evening, the content generated from the dinner party was consolidated into a piece of media art, displayed on a large screen in front of the audience, interspersed with models wearing Rag & Bone’s new collection.
Tommy Hilfiger wanted to generate hype for the launch of their new TommyXZendaya collection by encouraging social media followers to post branded Instagram Stories. Using the app Unfold, users were able to select the Tommy group of templates and then work to add their own imagery on top.
Hilfiger continues to explore new ways of leveraging technology to draw larger audiences into its universe.
London-based creative arts university Central Saint Martins (CSM) teamed up with the Three mobile network and creative agency Rewind to showcase the designs of its MA graduate, Gerrit Jacobs.
Audience members at the show wore “Magic Leap’s One” mixed reality headsets and could then watch as models strutted down the catwalk with animated illustrations, such as skulls and lightning bolts, overlayed through augmented reality. The experience was also screened to the rest of the audience via multiple screens.
Shopify and 11 Honoré brought real-time mobile shopping to the catwalk.
Audience members were provided with a catalogue which featured QR Shopcodes for each look, allowing users to scan codes with their smartphones to purchase products online, while they were still seated at the show.
Christian Sriano used a SAP runway app to give audience members the ability to "like" or "love" looks passing across the runway.
The app was powered by machine learning and was amazingly able to identify looks regardless of show order changes because the design team had uploaded stock images of each one into the app prior to the event.
Which tech activations have got you excited? We’d love to hear from you.
Email us your thoughts.
Photo by Brunel Johnson on Unsplash.
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