PFW Tech Moments

Decoded Fashion - Weekly Stories - Dissolving Coat PFW
Image source: Hussein Chalayan

With the Paris shows coming to a close this week, Fashion Month is now over. But what did Paris Fashion Week bring to the table in terms of tech? From light-up sandals to dissolvable dresses and bags that can showcase your favourite films, it seems that Paris loves its wearables. Here are just five of our top tech moments from the French capital.

Hussein Chalayan’s Dissolvable Dresses

“If you don’t take risks in the fashion world, you stay static,” says Hussein Chalayan. A perfectly valid reason, then, to make two of his designs dissolve on his SS16 runway. At the end of Chalayan’s show, two models stood calmly under a running shower and slowly – magically – their white, water-soluble shirt dresses broke down to reveal beautiful Swarovski-embellished gowns underneath.

As well as being yet another tech-meets-design triumph for Chalayan, who has a reputation for bringing a performance art element to his shows, this particular fashion moment went viral online.

Anrealage’s Light Show

Japanese designer Kunihiko Morinaga, the brains behind young brand Anrealage, challenged his audience to change the way they see clothes on the runway. Show attendees were invited to use the flash on their cameras when photographing the clothes, which were constructed using photosensitive fabric. Under harsh, bright flashlight, the colour of the clothes transformed. Putting the fun element aside, however, was this perhaps a bit too gimmicky to translate anywhere away from the runway?

Tom Ford & Lady Gaga Join Forces

Tom Ford shunned a generic runway presentation this season, instead opting to showcase his latest wares through the medium of video – music video, to be precise. Guest-starring Lady Gaga, who also provided the short film’s soundtrack, the video showcases Ford’s gaudy eveningwear in an engaging way, showing a ‘fun’ side of fashion that isn’t often seen at Paris Fashion Week. “Having a runway show has become so much about the creation of imagery for online and social media,” Ford explained. “I wanted to think about how to present a collection in a cinematic way.”

Diana Broussard’s Customisable Video Bag

Despite hailing from New York, accessories designer Diana Broussard decided to wait until Paris Fashion Week to showcase her latest design: a Plexiglas shoulder bag with an LCD video screen. The dbChronicle bag, which will retail for $1,950, can either play a video of the consumer’s choice, or a generic, so-called “aspirational” video created by Broussard and her team. Recharging the bag is as simple as plugging it into your laptop via a USB cable.

Old-School Wearables at Chanel

Even if live streaming didn’t exist, Chanel shows would still become trending topics on Twitter. The brand hardly pushes boundaries with its approach to tech, but it probably doesn’t need to – the ever extravagant, themed, expensive sets are a spectacle in themselves that never fail to hit Instagram, Facebook, Twitter and Snapchat feeds all over the world.

Similarly, the celebrity hype surrounding the brand – both on the front row with Lily-Rose Depp and on the catwalk with Kendall Jenner – speaks for itself. However, Lagerfeld did bring some more tech into the mix for SS16 in the form of light-up Teva-style sandals, bringing back memories of 90s trainers with flashing soles.

Join us at our Milan Summit on November 17-18 to see how luxury brands are pushing tech to enhance their brand offering. Book your ticket here.

Reported by Grace Howard



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