henry holland

Decoded Fashion - Weekly Stories - Henry Holland
Image source: Visa Europe

It’s time to say “ta-ta” to the newly housed LFW! London Fashion Week felt refreshed in its new Soho location, with another wave of brands ensuring tech was embraced in the British fashion capital. So, who was killing it in the digital stakes this season?

Burberry’s Snap-Show

Given its track record of using tech to its advantage, it was little surprise that Burberry became the first brand to showcase its latest collection on Snapchat. Ahead of its S/S 16 show on Monday, the brand launched a featured Snapchat story that gave fans a preview of the collection on the app before it hit the runway, plus a look backstage. Models Cara Delevingne, Suki Waterhouse and Jourdan Dunn, as well as Burberry CEO Christopher Bailey, also featured in the Snapchat collection.

Hunter’s Periscope Headliners

British heritage brand Hunter opted to use Periscope in the build-up to its S/S 16 Hunter Original show. The Twitter-owned, live video-streaming app gave Hunter the opportunity to showcase the bands lined up to play at the event – including Fear of Men and Tropics – before it began, as well as some behind-the-scenes action.

It wasn’t all done with existing Hunter fans in mind, though – the brand’s creative director Alasdhair Willis told Wonderland Magazine he hoped to reach “a broader audience that might not traditionally engage with London Fashion Week”.

Topshop’s Pinterest Palettes

Clued into taking the power of fashion week beyond the catwalk, Topshop collaborated with Pinterest to create Pinterest Palettes – a collection of shoppable Pinterest boards that use technology to spot emerging colour trends on the runways.

Topshop.com customers can also use Pinterest Palettes to find their “colour DNA” by submitting one of their own Pinterest boards to the system; customers then receive personalised shopping recommendations from Topshop based on their colour preferences.

Pinterest Palettes will remain online for the duration of the remaining Fashion Weeks and will conclude on October 8.

Henry Holland’s Invisible Tech

In an interesting move, House of Holland partnered with Visa Europe Collab to create what Henry Holland dubbed “connected jewellery”. At the brand’s S/S 16 show on Saturday, costume rings embedded with NFC technology were given to VIP guests, enabling them to shop the collection directly from the front row.

When guests – including Alexa Chung and Daisy Lowe – decided they liked something on the catwalk, they could buy it instantly by sending out a signal through their jewellery. “For me, it was about making the technology invisible, so that the items are desirable pieces you’d want to wear regardless,” said Henry Holland.

IMG to Step Up London’s Tech Game

Finally, it has just been announced that IMG, the corporate brain behind many of New York Fashion Week’s best tech moments this season, has become a patron of the British Fashion Council. Expect to see bigger, better fashion-tech projects in future seasons at London Fashion Week.

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


“Let’s start with this: fashion weeks are becoming increasingly consumer facing. We know that. Gone are the days of exclusive events for press and buyers only. Social media changed it forever, live streaming opened it up even further, and now designers are inviting the public along in person too.”

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Decoded Fashion - Fashion Tech Daily - Henry Holland x London Fashion Week


Image source: The Guardian

There’s no doubt that menswear is booming at home and away: the UK men’s clothing market has seen sales rise by 22% in the past five years to reach £13.5bn in 2014, growing at a faster rate than womenswear, according to global marketing intelligence agency Mintel. As Mintel also revealed at the opening reception for London Collections: Men (LC:M), young men are equally as fashion conscious as young women, with 50% of both males and females in the UK aged 16-24 purchasing clothes in the last three months of 2014.

For the majority of young people with their eyes on the latest menswear trends, their first glimpse of the fashion shows in London or Milan this week will be via social media. Here’s our rundown of the biggest social media stories of menswear month so far – showing why the canniest brands are those that know their Instagram from their “insiders-only”.

Calvin Klein Gave Us Topless Models Off the Runway

As reported by Hannah Marriott at the Guardian, the crowd loitering outside Calvin Klein’s show at Milan Fashion Week on Sunday looked more like One Direction fans than high-fashion fans. The reason was the brand’s savviness in casting male models with huge Instagram followings (largely teenage girls), including Jesse James Duval, Filip Hrivnak and Andre Doyley. The brand also posted Abercrombie & Fitch-style, candid photos of the men in their Calvin Klein undies prior to the show – keen fans could even follow Jesse on Snapchat during his day of fittings.

Henry Holland Created a Hashtag to Remember

Henry Holland’s excitement about collaborating with legendary photographer Martin Parr for S/S 16 infused his brand’s social media presence in the build-up to LC:M, with the unforgettable hashtag #MartinFuckingParr.

After House of Holland’s hotly anticipated menswear collection got its first airing on Sunday in an Instagram-friendly presentation (no moving models = perfect posts), the collection was instantly available to buy on the brand’s newly redesigned website. It may have crashed at the time due to demand, but the collection was still a big digital win for Holland.

“Maybe we can monetise all the attention and traction you get around a show,” he told Style.com. After all, “three months later, they’ve totally forgotten and found something else”.

The New LC:M Ambassadors Waved a Flag – Or a Smartphone

Joining David Gandy, Dermot O’Leary, Nick Grimshaw and Tinie Tempah for S/S 16, British F1 champ Lewis Hamilton has been added to the current roster of ambassadors for London Collections: Men. Hamilton comes with 1.4 million followers on Instagram and 2.8 million on Twitter, giving a new degree of exposure to the exclusive events and front-row shots of fashion week.

The British Fashion Council also confirmed its first ever International Menswear Ambassador: Chinese model and actor Hu Bing. GQ editor Dylan Jones called him “a perfect choice” for the role, with a knowledge of the Chinese market and great fashion sense. The decision goes to show that menswear weeks are truly on the global stage in the digital era. Brands like Burberry – which has marketed itself heavily in the People’s Republic – will be hoping that Hu Bing’s appointment will help them translate the London look when he goes home to fashion’s biggest growth market.

Reported by Claire Healy

House of Holland and Metail

Henry Holland has come a long way since the days of selling his slogan t-shirts on MySpace (yes, we remember MySpace). This Fashion Week his eponymous fashion brand, House of Holland, have announced a tech first. Over the past few months he has been working with local fashion technology company, Metail, to come up with something quite different for the Spring/Summer 2015 show. For the first time consumers will be able to create their own ‘MeModel’, try on clothing from the catwalk in real time, and then pre-order in the right size.

So, how does it work? Head over to www.tryonHouseofHolland.com at 6.30pm on September 13th to watch in real time. Beneath the show video, you will find the collection as it would be on an e-commerce site. Click the ‘Try It On’ icon and the Metail widget will be revealed; in just 10 seconds you can input your height, weight and bra size and, voila, your personal ‘MeModel’ is revealed. As you check out different looks coming down the catwalk, you can update your MeModel by clicking the outfits you like. After the show, everyone who has registered their interest will have the option to purchase as soon as it’s produced.

This comes at an exciting time for London Fashion Week with the focus of the BFC being digital innovation. BFC Chief Executive Caroline Rush added, “This season London Fashion Week will be celebrating digital innovation in fashion, encouraging designers to embrace technology to amplify their stories and their work. House of Holland’s collaboration with Metail sets the tone for what will be a fashion week characterised by its cutting edge approach to integrating digital and social media.”

We are especially excited about this partnership: Holland came up with the inspiration after sharing the stage with Metail’s founder Tom Adeyoola at our very own London Summit earlier this year.

Reported by Fay Cowan

American Apparel

  1. American Apparel Bought a Small New York Boutique
    As WWD reports, American Apparel purchased the gothic-leaning New York retailer Oak.
  2. Fashion Marketplace Threadflip Adds Personalized News Feeds so You Can Follow Your Favorite Sellers
    With version 2.0, the company says it is adding on a more personalized layer that lets its users find clothing and accessories relevant to them.
  3. Join the Queue for Henry Holland’s Ice Cream Van
    The designer has transformed a traditional van into a technicolour touring pop-up which will sell a House of Holland limited edition collection.
  4. J.C. Penney’s Sales Plummet After New York Post Publishes Story
    J.C. Penney’s shares plunged Wednesday after a report that CIT has stopped providing financial support to small and large suppliers selling to Penney stores.