fashion week

“Milan Fashion Week will feature an array of new labels, established houses with new faces and lines new to the city. Here are a few to look for.”

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Decoded Fashion - Fashion Tech Daily -  Milan Fashion Week

“Interested in fashion weeks? Prepare to be social media bombarded starting from tomorrow when the shows kick off for another season in New York. Twitter, Instagram, Facebook, Pinterest, Tumblr, Snapchat (the list goes on), will all have their place, but the new app of choice looks set to be Periscope.”

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Decoded Fashion - Fashion Tech Daily - Periscope x NYFW

ICYMI, Silicon Valley has its own fashion week now. Hosted by Betabrand, the ‘week’ took place over three consecutive nights earlier this month, calling itself the ‘Wackiest Show in Town’ and promising drones, robots and ‘mad inventions.’ And maybe some clothes, too. Confused? Here’s our lowdown on the event that brought some of fashion tech’s brightest thinkers out of the conference hall and onto the catwalk.

The facts:
Taking place from 12-14 May, the event covered ‘Electric Motion’, ‘Wearable Tech’ and ‘Crowdfunded Fashion’. It was set up by Betabrand, the clothing company known for its functional apparel, like the Suitsy (a business suit onesie) and its poop emoji shirts (self-explanatory). According to CEO Chris Lindland, the concept wasn’t so much inspired by the new technology focus that has emerged at recent fashion weeks, but rather the crazy outfits his employees created for Burning Man festival. Other notable participants included Pebble, Misfit Wearables and fibre optics fashion creative Natalie Walsh. On stage, models were joined by drones carrying items on hangers.

The reaction:
Anticipating the snark, Lindland put a deliberate question mark at the end of the event’s name. That didn’t stop certain members of the fashion press from expressing their disbelief. Most memorable was GQ’s John Jannuzzi, writing: “Seriously, tech bros. Stay in your lane, we’ll stay in ours.” Allison P. Davis at the Cut was a little more circumspect, reflecting that the close relationship between fashion and technology demonstrated by brands like Hood by Air and Iris Van Herpen renders this kind of satire a little old. But none of this deterred attendees – the show sold out in two days for all three nights, and there’s no denying that it showed off talent in the Bay Area in a new and interesting way. As Christina Bonnington showed at Refinery 29, a closer looked revealed some pretty desirable and practical items: such as Elektronista’s smart leather clutch, concealing numerous chargers within.

The future:
While he’s unsure if Silicon Valley Fashion Week? will become an annual event, Lindland is certainly preparing for it, revealing that he’s already trademarked the name. Although the fashion press is unlikely to ever be as turned on by the concept, the sheer amount of coverage gave fashion-tech start-ups a new global stage outside the Bay Area – which can only be a good thing.

Reported by Claire Healy


Set to hit Kings Cross on May 20-21, our annual London Summit will feature speakers from both the technology-first and fashion-first sides of the industry: including Google,, Farfetch and John Lewis. One of the companies that has been most eager for two worlds to collide is Amazon Fashion, whose European VP Sergio Bucher will be speaking at the Summit. Ahead of his appearance, we thought we’d give you an update on the fastest growing and most fashionable arm of the WWW’s most famous e-commerce site: then, now, and what’s coming next.


It was back in the 2000s that Amazon started making inroads into the fashion industry – jewellery and watches were available from 2007, with clothing following the year afterwards. Trying to emulate the booming success of sites like ASOS and NET-A-PORTER, Amazon Fashion worked as a subset of the site where customers could buy a range of mid-level brands – such as Kate Spade, and denim brands like 7 for All Mankind – in a format that resembled the rest of the site. 


In 2015, Amazon’s big push into high-end fashion is well on its way. In 2012, Jeff Bezos told critics that Amazon was ready to make a significant investment in attracting high-end couture brands, a statement backed up by president of Amazon Fashion, Cathy Beaudoin. Taking its cues from its own acquired and/or launched retail websites (MyHabit, endless, zappos and Shopbop are all Amazon-owned), the team are promising better presentation for luxury goods. Notably, the team’s patent-pending technology assures that items can be placed on site just hours after being shot. 2015’s figures are bound to impress: that’s a cool 40 million customers, 1000s of brands and 1000 employees for the fastest-growing category at Amazon. 


“When we think of what’s next, we think of ourselves”, Cathy Beaudoin told WWD in 2013. With a clearly engaged customer base, who more than responding to the site’s ease-of-use, are remaining loyal to the marketplace, Amazon Fashion looks like one to beat in the next few years. In fact, whether the high-end fashion brands ever take the bait seems less important – for Amazon, creating a better e-commerce experience for customers is always the number 1 consideration. But, more than using data to offer shoppers convenience and speed, will Amazon Fashion ever become a desirable destination for serious fashionistas? Sure to offer insight on the site’s future is Vice President of Amazon Fashion EU Sergio Bucher, who will be speaking at our May Summit.

Book your ticket for the London Summit here.

Reported by Claire Healy


“Want to get inside Fashion Week, but don’t have the right connections? Soon you will be able to have easy access to a Rebecca Minkoff runway show. Well, if you have a virtual reality headset.”

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Decoded Fashion - Fashion Tech Daily - Fashion Week

“As we learned late in 2014, February’s New York Fashion Week will be the last to take place at Lincoln Center — the event’s home since it left Bryant Park in 2010 — and now we know a little more about where it’s going, as well as what other changes we can expect.”

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Decoded Fashion - Fashion Tech Daily - Mercedes-Benz Fashion Week


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“Boredom is the biggest problem in fashion”, pronounced JW Anderson after his womenswear debut for heritage fashion house Loewe this week. It’s a sentiment reflected, for many onlookers, in fashion’s ongoing obsession with all things tech. From communication to (e)commerce, the designers who kept things fresh this fashion month were those who found a meaningful way to employ technologies in their show formats – here’s our pick of the best.

New York

Shopping looks straight from the catwalk – whether on the label’s own e-commerce site or through third party retailers – has been a FROW presence for a few seasons now. The problem, so far, has been getting enough people to watch the shows to make the necessary technical construction worthwhile. A live stream will never get the same dedicated ‘footfall’ of Instagram, for example. Exclusive to BCBG Max Azria and sister brand Hervé Leger this season was precisely that – an app called LiketoKnow:It, from Reward Style, that made Instagram shoppable. Once signed up, users could shop straight from the runway photos of various Instagram influencers.


Think London Fashion Week, think Burberry. Or should that be #burberry. The Brit stalwarts teamed up with Twitter for their Burberry Prorsum show for SS15, with the launch of the site’s click-to-buy button. The move allowed customers in the US to buy nail polish worn by the models in the show directly from a tweet. Long considered the zeitgeist in its embracing of tech, Burberry’s Twitter exclusive ensured its place at the head of the pack.


Kenzo’s hot-of-the-press SS15 show took place on the outskirts of Paris – in a skate park. Disgruntled editors in the suburbs aside, the show’s giant digital screens depicting talking avatars were equally eye-raising. “Kenzo would like to remind you that there is no Planet B, protect what is precious.” Humberto Leon and Carol Lim like to wear their ecological messages on their statement sweater sleeves; their cyber-aesthetic set design was PFW’s most brilliantly Instagrammable statement of intent. As Humberto told Susie Bubble after the show, “We’re definitely embracing technology and looking at what is our vision for the future – cleanliness, purity, the right energy and being responsible.”

Reported by Claire Healy


“New York Fashion Week is back again, and that means much more than designers’ new styles and runway models that occupy the official spotlight. It’s increasingly a chance for digital tech companies with an eye on retail and fashion to shine.

Two high-profile tech startups with their eye on high fashion have emerged from stealth in the past few weeks, Spring and DWNLD. Both are ostensibly products that could ultimately gain traction with a range of industries, but are clearly hoping to get noticed by the fashionistas first.”

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Decoded Fashion - Fashion Tech Daily

“The e-marketplace is launching a shopable “Inspiration Hub,” which will allow you to discreetly cop the style of fashion show attendees.”

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“Live and localized are two key phrases you can associate with the Hunter Original show due to be held at London Fashion Week next Saturday, September 13.”

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