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Editor's pick Events technology

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.  

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more. 


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Editor's pick social media

Political messages dominated NYFW’s social media trends

Prabal Gurung's feminist statement t-shirts at New York Fashion Week - NYFW political messages
Prabal Gurung’s feminist statement t-shirts at NYFW

Fashion week might be a means to showcase new collections, but this season’s New York shows have also proved a key platform for political messages.

According to social data intelligence company Talkwalker, the big conversations across both social media and broader internet platforms tied to New York Fashion Week, have surrounded causes close to the issues currently dominating broader US headlines thanks to President Donald Trump’s incoming policies.

The CFDA’s Planned Parenthood campaign, which encouraged the industry to wear “Fashion Stands with Planned Parenthood” pins in protest of moves to defund the organisation, saw more than 34,000 mentions over the week for instance. In doing so it beat out individual leading brands like Calvin Klein (11,000 mentions thanks to Raf Simons’ debut), Alexander Wang (8,300 mentions) and even model Gigi Hadid (4,300 mentions).

Those stats specifically relate to the use of the name tied to NYFW (e.g. Gigi Hadid references at large are likely higher at any given moment in time given her fanbase). These are also direct mentions, not impressions, which will clock in significantly higher also. Talkwalker compiled the data from 150 million global websites, including access to 850,000 news sites and more than 10 social networks such as Facebook, Instagram, Twitter, Weibo, and YouTube.

Olivia Wilde wearing the CFDA "Fashion Stands with Planned Parenthood" pin - NYFW political messages
Olivia Wilde wearing the CFDA “Fashion Stands with Planned Parenthood” pin

Celebrities helped push the Planned Parenthood campaign further, with actress Olivia Wilde’s Instagram post about it garnering 64,000 likes alone, and Chelsea Clinton’s Tweet on the eve of fashion week similarly drawing significant attention. Key hashtags attached to the campaign, including #IstandwithPP and #PP, peaked at noon on February 11.

Further focus on such social causes followed suit throughout the week. Christian Siriano’s People are People runway show, which celebrated diversity, body positivity and self-acceptance, was mentioned over 3,700 times, for instance. Top references alongside included “Planned Parenthood”, #representationmatters and #voiceofthecurves. His “People are People” t-shirts saw all proceeds going to the ACLU.

Christian Siriano's People are People campaign at NYFW - NYFW political messages
Christian Siriano’s People are People campaign at NYFW

Mentions of Prabal Gurung’s initiative, meanwhile, which saw models in the finale wearing t-shirts with slogans including “The future is female”, “I am an immigrant” and “Break down walls”, hit close to 2,500.

Beyond “t-shirt” as a key word alongside, the top hashtag referred to in this instance was #tiedtogether, which links to The Business of Fashion’s campaign encouraging those at fashion week to wear a white bandana as a form of unity. The models in Prabal’s finale were all wearing one.

In fact, the #TiedTogether campaign has been mentioned over 12,700 times since the start of NYFW in total, with an Instagram post from Tommy Hilfiger (at its LA show) leading engagement with 35,600 likes. Talkwalker was also able to reference the top emojis people are using tied to this term, which included hearts, hands and cameras.

Prabal Gurung's feminist statement t-shirts at New York Fashion Week - NYFW political messages
Prabal Gurung’s feminist statement t-shirts at NYFW

Further politically-charged shows this season included Mara Hoffman, who invited the organisers of the Women’s March on Washington to participate in an opening discussion; Public School, who also showed t-shirts, this time with statements like “Make America New York”; and Jonathan Simkhai, who gave out “Feminist AF” tees.

Said Talkwalker CEO Todd Grossman: “All of the above shows us that these campaigns are all truly tied together. In conversations about Siriano, you find people also mentioning Gurung’s t-shirts. In conversations about Gurung, you find mentions of #TiedTogether. In conversations about #TiedTogether, you find mentions of Planned Parenthood. Each politically driven campaign on the runway does not stand alone during NYFW, rather each individual statement becomes part of a much larger dialogue – each a piece of fabric making up an (oh so stylish) quilt stitched with freedom of speech.”

Better yet, out of the 708,200 total mentions of NYFW, the hashtag #hope proved a main theme, with 19,300 references.

Tommy Hilfiger models in LA wearing the #tiedtogether bandanas - NYFW political messages
Tommy Hilfiger models in LA wearing the #tiedtogether bandanas

Categories
Blocks data social media technology

Social media conversation fuels real-time fabric design for Christian Siriano dress

Christian-Siriano-Verizon-socialimprint-looks

Fashion designer Christian Siriano turned to social media to inform the print of a fabric for two garments unveiled this past week.

The #socialimprint project, in partnership with Verizon, quite literally tracked conversations around music and fashion during the Fashion Rocks event held in New York in early September, and translated them into different patterns that were printed onto a silk charmeuse cloth in real-time.

Online social tools were employed to aggregate and analyse the content throughout the night. From there, the top eight trending topics for music were paired with the highest trend for fashion every 30 seconds to determine a specific set of shapes and colors in the design. The show, its performers, designers and more all impacted the result therefore, with varying symbols and shades becoming a different part of the print each time they were mentioned.

Find out more about each look and which celebrities influenced the fabric via Forbes.com.