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Lee Jeans is using ‘visual science’ to contour the body for the Instagram generation

Body Optix by Lee Jeans
Body Optix by Lee Jeans

It’s not often a conversation about optical illusions and visual science sits at the heart of a London Fashion Week event, but so was the case at the Body Optix by Lee Jeans launch this past weekend.

Here, lasers, geodesic patterns and the behaviour of light served as the focus as the brand revealed its new collection of 16 “body-enhancing” denim pieces.

The line, developed in parent company VF Corporaton’s Cognitive and Design Lab, is the result of experimenting with the science of optics, Steve Zades, VP of transformational innovation at the group, revealed.

He demonstrated the really simple idea of how our eyes perceive different shapes. A white triangle jumps out from a series of black ones drawn on a page for instance, while a circle changes from convex to concave as you turn the piece of paper (or in this case the screen) accordingly. These are all lighting principles – something artists have known for centuries about how our minds interpret and make sense of what we’re really seeing.

“All of a sudden with this you start having a palette based in visual science where you can really push the design around… if you get the optics right you can create incredibly flattering styles,” he explains.

Head over to Forbes to read more about it, including exactly how this science is applied to the denim in order to enhance the wearer’s form.

Editor's pick technology

IN PICTURES: Macy’s new “One Below” juniors floor – a tech-infused playground


Macy’s has opened a new juniors floor on the lower level of its flagship Herald Square location in New York City, with numerous tech features including a selfie wall and Levi’s customisation station installed.

Called One Below, the 53,000 square-foot space is part of a $400m renovation of the store. It features young brands such as Material Girl and XOXO, and a wealth of interactive experiences to engage with today’s young consumers.

The selfie wall allows users to pose against famous Macy’s backdrops; the Levi’s custom laser bar let’s them choose designs from a book to appear on their jeans; a wearable tech area dedicated to smart watches includes brands like Fitbit, Samsung and Fossil; and another from 3D systems sees 3D-printed products including jewellery and phone cases for sale.


A blow dry bar is also coming to the beauty department soon, and there are screens in every department, including a giant one outside the fitting room showing what looks like Instagram posts across it. All the seats for those waiting also have charging stations for devices.

The floor is reportedly aimed at Millennials (those born circa 1980-2000), but it already feels younger than that – for today’s pre-teens and teens (if the prom and homecoming dresses are anything to go by) and their increasingly connected futures.

More importantly, it’s also heavily for today’s teen tourists: it’s no mistake the selfie wall appears in the Macy’s Arcade for instance, which also houses the department store’s souvenir products. This is for visitors, not regular shoppers; it’s intentionally gimmicky, but that’s why it works.

Here are a load more original pictures of the space: