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Fashion’s space race: Why the spacesuit is a huge future branding opportunity for designers

Chanel's spacecraft at Paris Fashion Week (Image: Vogue Paris) - space technology - space race
Chanel’s spacecraft at Paris Fashion Week (Image: Vogue Paris)

Space travel has long been a source of inspiration to the fashion industry. When the space race between the Soviet Union and the US was underway in the 1960s, it influenced designers including Paco Rabanne, Courrèges and Pierre Cardin into all manner of both sculptural and streamlined looks.

High fashion houses since have regularly referenced everything and anything related to the galaxy, the fantasy of its contents and the way in which we could navigate it.

One giant leap to modern day and little has changed. This time around it’s the likes of Chanel and Gucci taking their cues directly from exploring our solar system and beyond.

In March 2017, the former went so far as to showcase a rocket (as above) complete with mock launch during Paris Fashion Week, while astronaut prints and lashings of metallic looks took to the runway alongside. The latter then followed up on its otherworldly Milan show with a campaign film featuring everything from UFOs to multiple Star Trek references just last month.

Accessories brand Coach, meanwhile, recently unveiled a limited edition capsule collection of NASA-themed pieces, including handbags, purses and sweatshirts. Said creative director, Stuart Vevers, at the time: “The collection is very nostalgic. There’s something about the time of the space program that just gives this feeling of possibility. The space references, rockets, and planets are symbolic of a moment of ultimate American optimism and togetherness.”

In today’s political environment, that feeling of hope may be particularly sought after once more, but the renewed interest in space goes beyond just nostalgia. Head over to Forbes to read all about the space travel on the horizon fuelled by private companies, and what that means for designers in terms of potential branding opportunities as the spacesuit for Elon Musk’s SpaceX is revealed.

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Digital snippets: L’Oréal’s incubator, Bolt Threads teams with Patagonia, confessions of a social media exec

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There are lots of updates this past week on interesting textile developments – from the spider silk of Bolt Threads to Spiber, both of which have announced new deals with Patagonia and The North Face respectively. Also worth a read is the anonymous social media exec spilling secrets to Digiday, not to mention the idea that we will all indeed be buying our designer clothing in the future on Amazon. If that’s not enough, further fashion and tech news from the past fortnight spans Birchbox’s use of Facebook Live to a breakdown of how brands are using Snapchat. Read on for all…


  • L’Oréal invests in Founders Factory digital start-up incubator [BrandChannel]

  • Bolt Threads raises $50 million to brew spider silk, inks deal with Patagonia [TechCrunch]

  • Confessions of a social media exec on influencer marketing: ‘We threw too much money at them’ [Digiday]

  • People will eventually buy their designer clothing on Amazon, because they buy everything there [Quartz]

  • Everlane’s Shoe Park interactive pop-up offers self-guided shopping [Footwear News]

  • How Birchbox uses Facebook Live videos to engage consumers [Retail Dive]

  • How Frank + Oak built a modern loyalty program for men [Glossy]

  • Google DeepMind killed off a little-known fashion website [Business Insider]

  • SpaceX has hired a legendary costume designer to create their own spacesuits [Gizmodo]

  • The North Face to sell parka made out of synthetic spider silk by Japanese start-up Spiber [Bloomberg]

  • Thesis Couture is bringing the engineering savvy of rocket science to the design of the high-heeled shoe [The Atlantic]

  • The rise of robot tailors [Glossy]

  • L’Oréal created this training program to keep its marketers on the cutting edge [AdWeek]

  • How fashion and retail brands are using Snapchat [Fashionista]

  • Will the ‘sharing economy’ work for fashion? [BoF]

  • Bots, Messenger and the future of customer service [TechCrunch]

  • Condé Nast is launching a beauty network [Racked]

  • How a data scientist (who studied astrophysics) ended up in fashion [Fashionista]

  • Infographic: here’s how Gen Z girls prefer to shop and socialise online [AdWeek]

  • What is going on with fashion and zines? [Racked]

  • How online shopping is cannabilising mall stores [Associated Press]

  • REI’s ‘#OptOutside’ Black Friday campaign wins award [AdAge]