london fashion week

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 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


“September’s London Fashion Week will welcome a new, very impressive name to the schedule; Marchesa.

The brand, founded by British designers Georgina Chapman and Keren Craig, usually shows at New York’s bi-annual fashion showcase, where its studio is based, but will relocate for one season only to celebrate the 10th anniversary of the brand.”

Read Article

Decoded Fashion - Fashion Tech Daily - Marchesa


As London Fashion Week draws to a close, we took a moment to check out some of the tech that made the headlines for us.

Livestreaming enables us to watch the shows anywhere we choose, or in the case of Topshop through a shop window. This season Topshop made this illusion come to life, collaborating with 3D agency Inition to create a virtual front row in the windows of their flagship store on Oxford street. Five Topshop fans had the opportunity to wear Oculus Rift virtual reality headsets & headphones, giving them a front row ticket to watch the vibrant A/W14  collection walk down the runway sitting in the window of Topshop.

Next up, Fyodor Golan’s collaboration with Nokia, his collection consisted of a piece that still has us reminiscing about his show: a £68,000 skirt that was made up of 80 Nokia Lumia 1520 Smartphones. Whatever happened to the classic pencil skirt? Golan has clearly tossed that trend out the window. The bell-shaped mini-skirt was broadcasting snaps of colored visuals, which looking like butterfly wings that were beating away.

Milan Fashion Pitch finalists Wowcracy made their mark, with their online fashion platform that enables you to purchase high quality fashion before it lands on the market.  They  pre-sold a new collection live from LFW, launching Milan based designer, Flavia La Rocca’s A/W14 collection on the opening day of LFW.  Flavia La Rocca’s collection is a combination of sustainable materials and exquisite design,  made available to buy through Wowcracy  before hitting the stores in Autumn.

And finally, the “Twitter Mirror” made a debut at LFW, with Matthew Williamson giving it some serious showtime. The “mirror” was set-up like a photo booth backstage for celebrities, models, make-up artists, and a whole lot more to snap their selfies. All could be spied upon Matthew Williamson’s Twitter feed and under the ever evolving  #OhMW.

Reported by Anisa Sojka

Lyst Loves Mary Katranzou

On the first day of London Fashion Week, Lyst announced a new partnership with top iconic British fashion designer, Mary Katrantzou. Lyst are exclusively retailing a selection of the brand’s limited edition Spring 2014 resort collection, these pieces are only available on in the USA.

Launching on Valentine’s Day at the start of LFW, the collection comprises of ten garments, including the iconic Lanta & Nevis dresses.  It is hugely exciting to see two innovative brands coming together, but also importantly marks Lyst’s first exclusive retail partnership (a sign of things to come).

This partnership comes shortly after Lyst announced an impressive $14 million round of investment and the launch of Mary Katrantzou’s own ecommerce site, back in November 2013. The collaboration is likely to give the designer a much further reach in the states and it is an exciting new proposition from the Lyst team.

Check out the cute Instagram video and spread the love #Lyst Loves Mary Katranzou.

Reported by Anisa Sojka


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