7 tech activations that stood out this fashion week season


Brands are constantly evolving their approach to tech during fashion week. This season we saw designers reinvent the show space yet again by using tools including artificial intelligence, LED sets and mixed reality powered by 5G to create memorable (and shareable) experiences for their guests.

Here are seven of the most interesting ways brands did so…

Rag & Bone’s AI guest
Rag & Bone’s “The Last Supper”

Rag & Bone decided to throw a fashion week dinner with one very special attendee: an artificial intelligence system designed by artist and creative technologist, Ross Goodwin. At “The Last Supper”, guests sat at a U-shaped table while their conversations and actions were filmed and analyzed by a series of cameras. Towards the end of the event, the guests were treated to a video that showed the AI’s view of their dinner party interspersed with models wearing Rag & Bone’s new collection.

Central Saint Martin’s mixed reality show powered by 5G
Central Saint Martins 5G mixed reality fashion show
Central Saint Martins 5G mixed reality fashion show

Mixed reality animations illuminated looks designed by MA students from Central Saint Martins university for their annual showcase during London Fashion Week. Imagine lightning bolts, skulls and even tiger heads beaming/ moving around the models. The university teamed up with mobile network, Three, and creative agency, Rewind, to bring the animations to life. 10 attendees, including Jourdan Dunn and Natalie Dormer, sported Magic Leap’s One mixed reality headsets, while others could see the animations on screens around the catwalk. “The future of design and fashion is intrinsically linked with the evolution of tech and we are seeing more and more disruptive and innovative technologies shaking up the way the design and fashion industries operate,” said Jeremy Till, head of Central Saint Martins.

Gucci and Saint Laurent’s LED runways
Gucci’s Fall Winter 2019 Fashion Show

LED bulbs decorated the runways of two major shows: Gucci and Saint Laurent, this season. As an experiment in futurism, both hosted mirrored LED runways that further illuminated their colorful garments. Gucci’s Alessandro Michele installed more than 120,000 LED bulbs to cover the walls around the 100-meter long circular runway for his Milan fashion show. The kaleidoscope of lights created a dramatic and theatrical experience for show-goers. Meanwhile, Anthony Vaccarello turned the Saint Laurent showspace into a runway rave in Paris. Wearing glow-in-the-dark shoes and garments, models strutted down the catwalk alongside hundreds of pulsing bulbs and infinity mirrors.

Real-time shopping at 11 Honoré
11 Honore fashion show
11 Honore NYFW show

There are always new ways to innovate even when using long since established technologies like QR codes.The luxury, size-inclusive ecommerce retailer, 11 Honoré, created the ultimate see-now-buy-now experience for its New York Fashion Week debut, enabling guests to shop the runway through a lookbook distributed to them containing QR codes. Using their phone to scan the codes, attendees could then purchase looks in real time. This was part of a partnership with Shopify, which wanted to showcase yet another functionality for mobile shopping.

Christian Siriano’s crowdsourced feedback
Christian Siriano RTW F19
Christian Siriano RTW Fall 19 show

To make fashion more accessible, designer Christian Siriano decided to take advantage of crowdsourcing and let the audience vote in real time on the looks on his New York runway. To do this, he partnered with SAP technologies to create an app that allowed both attendees and remote viewers to select if they “liked” or “loved” the looks. Powered by machine learning, the app was 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. This created a more direct connection between the customers and the designer. According to WWD, the SAP runway app was previously piloted by Badgley Mischka, and there are potential plans for further rollout during September’s fashion week season.

Tommy Hilfiger’s Instagram Stories templates
Tommy Hilfigers Instagram Story templates
Tommy Hilfigers Instagram Story templates

Tommy Hilfiger partnered with mobile app Unfold on an Instagram Stories template collection that was released during the brand’s show for Paris Fashion Week. To spice up their Instagram Stories, users could choose from 15 limited-edition templates when uploading photos and videos. Designs included variations of the Tommy Hilfiger logo, as well as colorful prints exclusive to the Tommy Hilfiger’s spring 2019 TommyXZendaya collection, which features 22-year-old actress and singer Zendaya.

Rebecca Minkoff’s audience-driven social campaign
Rebecca Minkoff Runway SS19
Rebecca Minkoff Spring/Summer 19 show

With social sharing front of mind, Rebecca Minkoff’s New York show saw guests able to be part of a digital collage created by artist Rosanna Webster, who designed the brand’s female empowerment campaign “I Am Many”. As a way to incorporate them into the campaign, guests took selfies with a camera that worked as a portable photobooth. These photos were then worked into a collage that appeared in a mini-video inspired by Rebecca Minkoff’s brand campaign. The experience was meant to promote brand awareness and generate ROI. According to the designer, fashion shows aren’t just about posting pictures, but also a way for the consumer to embrace the experience. “Today, the [fashion] landscape isn’t about commerce; it’s about experience and standing for what you believe in; consumers want to be in a tribe,” Minkoff herself said.  

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