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Editor's pick technology

Intel brings wearable technology to Hussein Chalayan’s Paris Fashion Week show

Intel Hussein Chalayan wearable technology
The Hussein Chalayan and Intel connected accessories on the runway at Paris Fashion Week (Image credit: Intel)

Technology isn’t normally the first thing you think about when it comes to Paris Fashion Week. The home of the most traditional of luxury brands, it remains the slowest on the uptake of much in the way of both digital and technical innovation, instead sticking with more conventional collections and catwalk shows.

Unless you turn to Hussein Chalayan that is.

The Cypriot-British designer has long experimented with the relationship between his garments and the role technology can play. He has introduced looks that changed shape thanks to microchips and animatronics, dresses embedded with 15,000 LEDs to recreate a pixelated screen and even a coffee table that turned into a skirt.

“Only with technology can you create new things in fashion. Everything else has been done,” he has previously said.

Turn to today then, and he’s partnered with Intel to bring something new in the shape of wearable tech to his spring/summer 2017 fashion week show. Head over to Forbes to read all about it.

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digital snippets e-commerce film social media Startups

Digital snippets: Fabergé, Dior, Gucci, Marc by Marc Jacobs, H&M, J.Crew and Kate Spade

A round-up of the latest stories to know about surrounding all things fashion and tech:

 

  • Fabergé’s NYC Easter egg hunt marks the largest Beacon deployment ever in the US [Fashionista]
  • Dior explores global flower sourcing with interactive map [Luxury Daily]
  • James Franco directs video for Gucci (as above) [WWD]
  • Marc by Marc Jacobs line crowdsources models with #castmemarc campaign on social [Vogue.co.uk]
  • YouTube fashion viral: Miranda Kerr is selfie obsessed in H&M’s spring 2014 campaign [Fashionotes]
  • J.Crew and Kate Spade to foster the next big fashion tech start-ups through new accelerator program [Co.Design]
  • IMG Fashion’s partnership with Tencent aims to boost Fashion Week China exposure  [JingDaily] bit.ly/1ltgJFZ
  • Fashion in the age of Instagram [NY Times]
  • How iBeacon and similar technology will change retail [eMarketer]
  • Five examples of how marketers are using iBeacons [Econsultancy]
  • ‘Showrooming’ hits luxury fashion – lack of e-commerce presence means clients buying elsewhere online [WSJ]
  • Luxury brands are stupid to snub the internet [BusinessWeek]
  • Decoded Fashion founder: ‘Designers need to launch like start-ups’ [The Guardian]
  • New app, Think Dirty, tracks the nasty chemicals in the beauty products you put on your face [Co.Exist]
  • The camera-wielding boyfriends behind fashion’s most famous bloggers [Fashionista]
  • How LiketoKnow.it is changing Instagram by monetising your photos [Pinetop Group]
  • Op-ed: The companies with the best software will lead fashion [BoF]
Categories
data technology

Looking back at SXSW: wearables, privacy and avoiding bandwagons

This article first appeared on The Business of Fashion 

Rachel Arthur recaps the highlights of this year’s SXSW Interactive conference and identifies key takeaways for the fashion industry.

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AUSTIN, United States — The marketing and tech crowd hit Austin, Texas, once again this week for the annual SXSW Interactive conference, bringing with them more members of the fashion industry than ever before. There were representatives from long-time attendees like Burberry and Bergdorf Goodman, alongside a flurry of first timers from Parisian fashion houses and UK department stores alike, a sure sign of technology’s increasingly pervasive impact on fashion retail.Thought of as an incubator for tech-enabled creativity which aims to provide a “view on the future,” the annual event is overloaded with keynotes, panel discussions and pop-up events, not to mention a trade show floor. But, as usual, much of the action also happened off-piste, in spontaneous conversations at hundreds of events and parties.

Here, we’ve compiled some key takeaways, on themes ranging from wearable technology to consumer privacy.

The State of Wearables

It was clear wearables — an emerging category of personal accessories with embedded sensors, displays and other digital technology (such as Nike’s FuelBand, Google Glass and Apple’s rumoured iWatch) — were going to be a key topic even before SXSW began. They’d dominated the scene at the International Consumer Electronics Show (CES) held in Las Vegas each January and over 60 sessions addressed the topic, up from a mere handful last year.

Speakers unanimously agreed that the category is advancing rapidly. American basketball star Shaquille O’Neal even made an appearance to discuss his new interest in wearable technology with Rick Valencia of Qualcomm. Yet despite predictions that the market for wearables could reach $30-$50 billion over the next 3 to 5 years, the growing consensus was that mass adoption was still a ways off. On Google Glass, Robert Scoble (author and startup liason officer of Rackspace) said: “This is one of those products you know is the future, but it’s so unfinished at this point that it’s frustrating. It’s three to five years away before it’s really useful.”

And indeed, it was the word ‘useful,’ more than design or aesthetics — which the current crop of wearables are widely thought to lack — that came up the most. Jennifer Darmour, user experience design director at Artefact, said she has a drawer full of wearables that she had worn for just a week or two each before abandoning them. There was too much focus on novelty, she said, rather than on creating real functional value. “We’ve been taking a technology and trying to find a problem for that technology, instead of the other way round,” she added. “We need a more human-centric approach.”

Q Manning, chief executive of app design company Rocksauce Studios, agreed: “We need to solve problems. Just because we can build it, doesn’t mean we should. We need to pinpoint will this actually be useful? Is it beneficial? Will it help me live my life better?”

Jay Morgan, digital creative director of Havas Worldwide, added: “When wearable tech becomes [part of our] normal clothes and we don’t have to [actively] interact with it, it’s not then going to be about whether people care about it, it’s just going to be a part of your life. That’s what brands need to think about it now.”

Managing Privacy

Privacy was another key topic at SXSW this year, perhaps unsurprisingly as whistleblower Edward Snowden gave one of the headline talks. Appearing via Google Hangout from an undisclosed location in Russia, Snowden called on the technology community to help protect privacy rights by building them into technical standards. “There is a policy response that needs to occur, but there is also a technical response that needs to occur,” he said. “It is the development community that can really craft the solutions and make sure we are safe.”

Christopher Soghoian, principle technologist at the American Civil Liberties Union, added: “I really think that consumers need to rethink their relationship with many of the companies to whom they entrust their private data. I really think what this comes down to is if you are getting the service for free, the company isn’t going to be optimising your experience with your best interests in mind.”

While Soghoian was referring to Internet services like Facebook, the issue of consumer privacy should be of concern to retailers as well, as they increasingly collect and leverage personal data.

“The bottom line is data should not be collected without people’s knowledge and consent,” said Snowden. “If data is being clandestinely acquired and the public doesn’t have any way to review it and it is not legislatively authorised, it is not reviewed by courts, it is not consonant with our constitution — that is a problem.”

For others, the issue of privacy and personal data was seen in the context of a value exchange, with consumers increasingly willing to reveal information in return for benefit. “The more utility you get, the more you’re going to have to give away your privacy,” said Scoble, adding he’d happily do so himself in return for more useful and personalised experiences. Sir Tim Berners-Lee, inventor of the World Wide Web, agreed: “I’m excited about data being about me. The marketer gets a certain amount of value in the stats on my demographic, but the real value is for me.”

Daniela Rus, director of the Computer Science and Artificial Intelligence Lab at MIT, said the way forward was giving consumers control of their data. “We are now developing technologies to give people control over who manages their data and how. We are ensuring privacy, so it will be very easy and very comfortable for them to give their data over and get something out of it.”

Avoiding Bandwagons

Elsewhere at SXSW, conversation swirled around everything from “embeddables” (technology emebedded in the world around us, such that “virtually any human activity we can think of is going to be modified and amplified with an invisible mesh of data and processing that we will drift through obliviously,” according to one panel) to bioengineering. But ultimately, “good technology is no excuse for a bad idea,” said Paul Kemp-Robertson, co-founder and editorial director of marketing consultancy and magazine, Contagious. “It’s easy to jump onto bandwagons just because a new technology looks cool. Everyone enjoys feeling like that little kid chasing after the bright, shiny tool in the distance. But in this age of service design and living data, if a marketing idea is not useful, relevant or entertaining, then really there’s very little point in letting it loose on the world.”

Kristina Simmons, a partner at leading Silicon Valley venture capital firm Andreessen Horowitz, agreed. Wearable technology, for example, should not be a priority just because everyone is talking about it. “It needs to be something that makes sense for your business. It’s about thinking about your top five priorities, versus saying I want to do something with wearables.”

“Innovation isn’t just giant leaps and bounds and the sexy stuff — it’s also about the basics and thinking about how we do things better. Incremental changes can make a big difference too,” said Will Young, director of Zappos Labs.

“Being first has always been a big thing,” said Ben Malbon, Google’s head of creative partnerships. “But the future is here already. We should use the existing tools we have on the table. Innovation doesn’t need invention.”