fashion tech
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“As the human species has evolved, many of our mating rituals have gone from the plainly visible, such as body parts changing color, to quieter mind games and ruses. Now a 3D-printed wearable outfit designed by University of Southern California PhD Candidate Behnaz Farahi is drawing attention to our evolution by hearkening back to this earlier stage.”

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Decoded Fashion - Fashion Tech Daily -  Behnaz Farahi
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“Memorable moments during fashion month used to surround incidents like Anna Wintour being splattered with paint by anti-fur protesters, or Naomi Campbell taking a tumble in those sky-high Vivienne Westwood shoes. There have been incredible sets – Fendi on the Great Wall of China, everything from an airplane to a supermarket at Chanel and a giant steam train when Marc Jacobs was at Louis Vuitton.”

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Decoded Fashion - Fashion Tech Daily -  NYFW x Fashion Tech

Decoded Fashion - Weekly Stories - Adrenaline Dress
Image source: Chromat

This is the first season that WME/IMG’s ownership of the ‘big four’ fashion weeks has truly come into play – but has that changed the way fashion shows work with tech? As New York Fashion Week comes to a close, we’ve analysed five of its best tech moments, from smart sportswear and phone-charging accessories to the use of social media as a customer engagement tool.

Chromat’s Clever Tech

Chromat collaborated with Intel – using the tech company’s Intel Curie Module which, according to Chromat, serves “as an extension of our sensory systems” – to create two garments that adapt to the wearer: the Adrenaline Dress and the Aeros Sports Bra.

The Adrenaline Dress responds to adrenalin levels; sudden spikes in the wearer’s adrenalin cause the 3D-printed, tech-powered framework to go into ‘fight or flight’ mode, forming an imposing shape around the wearer. Meanwhile, the mechanisms behind the Aeros Sports Bra are triggered by perspiration, respiration and body temperature. The responsive bra, which marks Chromat’s first foray into activewear, has air vents that open when the body starts overheating.

Hilfiger’s Halo

Tommy Hilfiger’s S/S 16 show was the first ever event to use Twitter’s new ‘Halo’ feature, which allows users to record 360-degree video footage with multi-camera devices. It wasn’t the first time Hilfiger had partnered with the social media site, though, as last season’s show made use of the ‘Twitter Mirror’ software.

The Instagram Takeover

Instagram offered a daily feature, The Best of Fashion Week, in its Explore section during NYFW, and fashion brands themselves also utilised the image-sharing app to engage customers.

DKNY’s newly appointed creative directors Dao-Yi Chow and Maxwell Osborne decided to connect with the brand’s fans through Instagram. Using the new ‘Direct’ arrow on the app, users could send runway looks from the #DKNYSS16 hashtag to @DKNY in order to receive information about the story behind specific S/S 16 items.

Misha Nonoo, meanwhile, went a step further by foregoing the runway to stage her S/S 16 presentation on Instagram, uploading the whole shoot to an account called @mishanonoo_show. Speaking of her decision to use Instagram, the CFDA finalist said: “It’s so strange to me that [fashion] touches everyone, yet we have these location-specific events that touch just a rarefied few. To me, that doesn’t make sense; I love the inclusiveness of Instagram.”

Tumblr Goes Offline

For the past five years, Tumblr has been sending its most popular tastemakers to NYFW to document the shows. This September, however, the popular blogging platform decided to add an ‘offline’ element to the mix in the form of a pop-up shop and designated blogger meet-up space in New York’s Chelsea neighbourhood. From September 11-13, it displayed a fashion line created by 10 Tumblr ‘artists’.

Rebecca Minkoff Loves the Apple Watch

A drone hovered over the Rebecca Minkoff runway last week, as the brand showcased an array of tech-enabled wallets and shoulder bags for S/S 16. Luxury bands for the Apple Watch also featured, meaning Minkoff has beaten Hermes to become the first designer label to sell Apple Watch bands.

The best thing about these thoroughly modern accessories? They’re all available to buy now. Uri Minkoff, CEO and co-founder of the brand, told TechCrunch: “Unlike the Hermes band, our [bands] are available to ship this month… with the new iPhone 6S coming out, women are wanting to buy their tech accessories now instead of waiting six months.”

Interested in who’s innovating at Fashion Week? Next month in New York, Decoded Fashion and W Magazine will launch the Fashion Futures Awards, celebrating talent across the fashion and technology industries. Find out more here.

Reported by Grace Howard

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“There’s no question that social media has completely changed the game for the fashion crowd. From celebrities taking over glossy mags’ Twitter accounts to Marc Jacobs Periscoping his otherwise exclusive Resort ’16 presentation, the fashion set has hopped on the new technology train and it’s full steam ahead.”

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Decoded Fashion - Fashion Tech Daily -  NYFW x Fashion Tech
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“Rebecca Minkoff, one of Fast Company’s Most Innovative Companies in Fashion this year, has just introduced virtual reality (VR) headsets into its product line, along with clothes, bags, and accessories. The headset requires some assembly—it’s a fashion-friendly spin on Google’s VR platform, Cardboard—but allows consumers to pop their iOS or Android phones into the box and watch a stream of VR content.”

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Decoded Fashion - Fashion Tech Daily - Rebecca Minkoff x Virtual reality
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“Advantage Blocks is a manual by Parsons student Lucy Jones meant to let people make clothes for people who are bound to a wheelchair or have physical disabilities.”

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Decoded Fashion - Fashion Tech Daily -  Advantage Blocks
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“A fashion technology company out to make shopping easier for men has raised $8m (£5m) to handle growing demand for its online personal stylists. Thread, which is already backed by Wonga founder Errol Damelin, Lovefilm co-founder William Reeve and Michael Birch of Bebo, has raised the cash from the venture capital firm Balderton Capital and other high-profile investors.”

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Decoded Fashion - Fashion Tech Daily - Thread

“After a long day’s work, one evening, Navneet Sharma took an auto-rickshaw home. On the way, he saw a beautiful dress on a mannequin outside an expensive store. He couldn’t help but imagine how good that dress would look on his girlfriend. So he clicked a picture of the dress using his smartphone as the auto-rickshaw grunted through the buzzling streets of Bangalore. He went home hoping that he would find a similar dress online. He searched in vain. It was tough to verbally describe what he was looking for.”

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Decoded Fashion - Fashion Tech Daily -  Snapshopr Founders
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“The Dandy Lab is the best of both worlds: men’s fashion inspired by decades past and forward-looking tech that defines the entire experience. The pop-up has wonderfully crafted collections on board, browsed by seeing and touching but also by the swiping of a touchscreen.”

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Decoded Fashion - Fashion Tech Daily - Dandy Lab
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“What do fashion shows and tech expos have in common? Both are looking seasons – if not years – into the future. Despite this common ground, however, the two sectors rarely intermingle. The tech and startup world prides itself on being casual, even nerdy – a far cry from the luxury fashion space, where every fold and frill is deliberate.”

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