When Fashion Meets Technology
New marketing techniques, new fabrics and materials for clothes or even integrated gadgets… Technology is completely playing havoc with the fashion industry.
Fashion and Social Media
Picture: Burberry on Instagram.
Who does not follow his favorite fashion brands on Social Media? Facebook, Twitter, Instagram, Pinterest… Everybody can be instantaneously aware of their very latest news. Imagine that a few decades ago, way before the Internet, fashion labels would communicate through catalogues. And they were therefore not easily available. Fashion was more exclusive.
Nowadays, every single brand uses Social Media to advertise and get more exposure. This completely changed the limits of fashion branding. Beyond introducing their pieces of clothing and look books on paper, fashion houses now post videos, inspiring street style pictures…
A breakthrough for the consumers
Consumers and fashion bloggers even take part in the brands’ communication by giving their opinion on their Social Media accounts, or by taking pictures
Even more astonishing, if Fashion Shows were used to be reserved for the ‘elite’, they are now streamed live online and customers are able to immediately purchase the looks from the runway!
Picture: Ying Gao dress
Many designers use nowadays high technology to make their garments. At Stella McCartney, the team worked to find innovative and exclusive synthetics and uses cutting edge sustainable materials to sell non-leather goods. And for example, fashion designer Ying Gao has created amazing and supernatural dresses that move and glow when someone is looking at them using eye-tracking technology.
Lately, Google has combined fashion and technology to create the Google Glass, design glasses that are able to take photos, videos or to be used as a GPS device.
More and more IT companies like FitBit and Samsung are launching wristbands or necklaces able to measure our calories and steps, or watches that could replace a smartphone. But these are products that are usually more associated to fashion than technology and most women may not be willing to wear unaesthetic jewels all day long.
However, a few designers have seen these new products as a great opportunity for them to match fashion and technology by making them attractive. Designer Tory Burch is for instance collaborating with FitBit – a company that has created a “smart wristband” – to design a collection for them.
Another example is the visionary company Beacon&Lively that has immediately thought about combining fashion and technology to design a stylish bracelet able to warn you when you phone is ringing.
In the future…
Technology is continuously evolving. 3D printer could become the next production tool for accessories and an increasing number of designers will probably embark on wearable technology… Who knows what is going to be next!