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Henry Holland’s LCM show instantly shoppable thanks to augmented reality app

House of Holland's augmented reality shopping app in action
House of Holland’s augmented reality shopping app in action

The shoppable runway took on new meaning at House of Holland’s London Collections Men presentation this weekend past, with garments available for purchase straight off the back of models thanks to augmented reality.

The initiative was the result of a partnership between Visa Europe Collab and visual discovery and augmented reality app, Blippar.

Users (in this case Radio One DJ Nick Grimshaw and model Rafferty Law) were able to hold their smartphone in front of the desired garment and tap the screen to activate AR technology that would pull up imagery and information about it. They were then able to instantly check out using a pre-registered and prepaid debit or credit card.

“Being able to scan garments through Blippar and purchase them pretty much off [the model’s] back is an amazing technological development and one I have dreamt of as a consumer and a fashion business owner,” said House of Holland founder, Henry Holland.

Visa Europe Collab co-founder Hendrik Kleinsmiede, commented: “Augmented reality has the potential to be transformative for the retail industry. Imagine a future where you can point your phone at a friend’s new outfit with their permission, only for the app to recognise and source that outfit in your size, and give you the option of having it sent straight to your home.”

Indeed, that idea of being able to capture anyone’s outfit and pull up information about where it’s from has long been an appealing one to shoppers. This aims to take that one step closer to reality (albeit a simpler version by being preloaded with truly accurate data thanks to the fact it’s focused on one brand’s products).

The launch at this point is just a proof-of-concept one – meaning it only existed for the moment of the LC:M show – but the aim is to make the technology available to other retailers on a wider scale later this year. Kleinsmiede added that he hopes this virtual shift in traditional shopping behaviour is something we’ll see on the high street very soon.

This was the second time Henry Holland and Visa Europe have worked together. The two collaborated on a wearable technology project in September 2015 that saw items purchased from the brand’s womenswear show during London Fashion Week using a payment ring.

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Editor's pick mobile social media

ICYMI: JW Anderson’s menswear show will live-stream on Grindr this weekend

grindr_jwanderson
Yes, you read that right. JW Anderson is turning to gay dating app, Grindr, to stream its autumn/winter 2016/17 menswear show during London Collections: Men this Sunday.

The London-based designer will take to the platform – otherwise known as a location-based hook-up tool for men in cities around the world – in a bid to demonstrate fashion’s “sexy” side, he said.

“I think fashion is a sexy platform as well, ultimately,” he told The New York Times. “We’re all humans, so we all have to be somewhat sexually attractive to someone. That’s the name of the game, with clothing.” He referred to the collaboration as a “no brainer”, and Grindr, which claims one million active users every minute, as an “incredibly modern platform”.

Grindr will be the only place that consumers can access the live video. Users will be sent a secret code, which will then direct them to the stream within phone and tablet browsers (it won’t play within the app itself).

The move comes following Grindr hiring PR Consulting as its new publicity agency – a company usually associated with, well, fashion. And one that does, of course, also represent Anderson.

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Editor's pick social media Startups technology

Menswear label Ada + Nik uses Vyclone app for collaborative runway video during #LCM

Ada+Nik_SS15

Live streamed fashion week shows are an interesting one – buzzworthy and exciting when they first launched despite poor user experience, now higher quality but still a proposition that require decent investment to make them stand out.

As previously reported for Mashable, while some show organisers have this cost rolled in to their packages, for those doing it independently, I was quoted in the region of $20,000 to $50,000 for a full video deal, depending on the production requirements. And on average that’s for just 14,000 views per show at the likes of Mercedes-Benz Fashion Week in New York.

Which is why a free app called Vyclone is an interesting opportunity, especially for young up-and-coming brands who are in the early stages of being on the fashion week circuit. This start-up refers to itself as “a social video platform that lets you co-create, sync and edit multiple views of a shared moment, effortlessly”.

Enter then menswear brand Ada + Nik who showed at London Collections: Men last week, simultaneously capturing the experience of their spring/summer 2015 collection in real-time from multiple different camera angles using Vyclone. The resulting video isn’t the highest quality, but for an immediate piece of (free) content shot by five individuals with iPhones it’s one of the most efficient options we’ve seen. The collaboration was pulled together by digital consultant Taylor Kahan.

Check out the video here, and then read on below where we chat with NIk Thakkar, co-creative director for Ada + Nik, to find out more:

F&M: What was the benefit of choosing Vyvlone over the traditional live-stream option, other than the inevitable cost saving? 

NT: Innovation and interactivity. We wanted to engage a technology that is new and exciting for the fashion world, and put the live perspective at the vantage points of the audience actually attending the show. That way, instead of seeing one stagnant angle that is typical of live streams, viewers online got a more realistic idea of what it felt like to be at the show.

F&M: What’s the process involved with achieving what you did with the app? 

NT: We strategically placed five people around the runway to film and capture all of the most flattering angles of our pieces as the models walked the runway. The process of filming is simple: Vyclone is programmed to detect location so that anyone filming from the app in the same vicinity will have their videos automatically synced with others around them.

Is your resulting video a real-time replica or an edited version post show? 

NT: Real-time. The beauty of Vyclone’s technology is that it detects and automatically syncs all videos together based on sound.

F&M: Where does the video appear?

NT: Once processed the video is immediately viewable on the Vyclone app, which we then shared across our own social properties, as did Vyclone respectively on theirs. The video is embeddable and shareable to the public, so we now have an evergreen piece of marketing content that can spread on its own, and the beauty of social media has made it a potentially virally impactful takeaway from our show.

F&M: What sort of engagement does the platform enable? 

NT: The appeal of Vyclone is that anyone in the vicinity can participate, film from their perspective, and effortlessly contribute their video to the final mix. And once the video has been created within the app, anybody can go in and “remix” the angles to create their own favourite version of the show as well. The clip was featured within the app so all of its active users had a chance to view, and by sharing across our socials we’ve managed to garner hundreds of thousands of impressions on the piece.

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social media technology Uncategorized

British Fashion Council announces series of digital initiatives for #LondonCollections: Men

LondonCollections_Men_AW13

The autumn/winter 2013/14 catwalk season kickstarts on Monday with London Collections: Men, the second season of a dedicated menswear event in the British capital. We’ve already heard about Topman’s planned interactive 360° live-stream experience, now, and as expected, comes news of a flurry of digital activity from the British Fashion Council once again

The aim, it says, is to “unite fashion and digital innovation, encouraging engagement with the menswear showcase through social media, live streaming and digital presentations”.

One particularly participatory initiative is its crowdsourcing of street style content again using the #ManAboutTown hashtag. Fans on Twitter and Pinterest can contribute to an ongoing online archive of menswear looks housed on a dedicated pinboard as well as in a Facebook album. The result is designed to present the best of British Men’s Style.

Also on the BFC Pinterest page will be diary-like contributions from menswear designer Lou Dalton and journalist Charlie Porter. Dalton is showcasing inspirations and preparations ahead of her show already, followed by backstage shots and catwalk looks as they hit the runway on Monday. Porter meanwhile, will be creating an online moodboard of his favourite collection looks, street style shots and inspiring moments.

For those in attendance at The Hospital Club in London, the home of LC:M, there are also digital windows to experience. Referred to as a life-sized catwalk installation, they will feature daily video highlights from all the shows when users scan the display with their mobile phones thanks to another partnership with augmented reality app, Aurasma.

In addition to all that, the BFC will also be showcasing behind-the-scenes images over Instagram, live-streaming all the shows from The Hospital Club via www.londoncollections.co.uk/live. and screening a variety of digital presentations and fashion films. Finally, it will also be continuing its Twitter conversations throughout the event – live Q&As will be held on the @BFC account with Tinie Tempah, Toby Wiseman, editor of Men’s Health, and model Oliver Cheshire, using the #AskLCM hashtag.

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film Uncategorized

London menswear shows to benefit from multiple digital initiatives


London’s first dedicated menswear fashion week is focusing on engaging with consumers via digital, thanks to multiple innovations backed by the British Fashion Council.

London Collections: Men, which kickstarts Friday and runs through Sunday, will incorporate everything from live-streaming to pinning, as well as a film programme and augmented reality-enabled windows.

Here are some of the highlights:

Pinterest
Leading industry figures such as Jeremy Langmead, editor-in-chief of e-commerce site, Mr Porter, will share their moments from the week’s events by pinning onto the British Fashion Council’s newly launched Pinterest page. The public is also invited to participate by using the hashtag #ManAboutTown. The request is for menswear street style photos, whether taken at the event or anywhere else around the world. The resulting images will be collated on a dedicated pinboard and in a Facebook album in a bid to “provide a crowd-sourced visual collection of the best of British men’s style”.

Twitter
On Twitter, @BFC is not only pushing conversation around the #londoncollections hashtag, but hosting a series of Q&A sessions with members of its Fashion 2012 Menswear Committee, including Alex Bilmes, editor of UK Esquire magazine, and designer Richard James. The live interviews can be followed via #AskLCM.

Interactive image gallery
In celebration of The Prince of Wales officially launching the event at St James’s Palace tomorrow, the BFC has published an online image gallery dedicated to his style. Within it, users can explore outfits ranging from highland tartans to Savile Row suits, discovering the origin of each and learning more about the brand that made it. His preferred London labels are also plotted on a map alongside a picture of the related garments.

Aurasma
Following in the footsteps of Net-a-Porter’s Fashion’s Night Out and Karl initiatives, Mr Porter has teamed up with augmented reality technology company Aurasma, to bring the windows of The Hospital Club (the main hub for the event) to life. By scanning the life-sized catwalk illustrations with the Mr Porter Style Help app, users will be able to see the latest show footage.

Film and live-streaming
There is also a screening room within The Hospital Club that will run the BFC’s Fashion/On Film programme, sponsored by high street retailer River Island. Included will be an evening hosted by Test Presents with DJ and fashion luminary Jeffrey Hinton, who will show excerpts from his 80s film archive; as well as panel member Kathryn Ferguson discussing fashion film with female menswear designers, Carri Munden (Cassette Playa), Katie Eary and Martine Rose. Every show held at The Hospital Club as well as those at the Topman Venue will also be live streamed, both online and on mobile.