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“Here are six designers on the rise, getting set to present their collections during London Fashion Week.”

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Decoded Fashion - Fashion Tech Daily -  London Fashion Week x Emma Hill x Georgia Fendley
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“Once one of fashion’s most popular British brands, not to mention the show that ensured editors remained in London for the final day of fashion week, Meadham Kirchhoff has officially dissolved, Edward Meadham – one half of the design duo that also comprised Benjamin Kirchhoff – has confirmed.

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Decoded Fashion - Fashion Tech Daily -  Meadham x Kirchhoff
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“Swarovski has announced its 2016 Collective line-up today, and six of London’s finest fashion names are on the roster. Existing members Emilia Wickstead and Peter Pilotto are joined by first-timers David Koma, Alexander Lewis, Thomas Tait and Haizhen Wang to form the line-up from the capital and will enjoy year-long support from the company. “

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Decoded Fashion - Fashion Tech Daily - Swarovski
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“Jonathan Saunders has appointed a new CEO, Rupert Maunsell. The executive, who joins the business from fellow London label Mary Katrantzou, where he was operations director, has also held roles at Avenue 32 and Temperley London.”

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“I never thougth I’d say it, but buses just got interesting. Exterion Media, Europe’s largest privately held Out-of-Home advertising business, has announced that it has equipped 500 London buses with beacon technology – to send targeted ads to commuters.”

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Decoded Fashion - Fashion Tech Daily -  Mobile Shopping x Beacon Technology
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“Sold to consumers as a personalized experience of the high end shops in London’s Covent Garden, new shopping app The Pass will give the areas shops and ruling council – Capital & Counties Properties PLC (‘Capco’), which is responsible for the management and curation of some 1 million sq. ft. of space at Covent Garden – access to unprecedented levels of details as to what shoppers are doing in the area.”

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Decoded Fashion - Fashion Tech Daily - Covent Garden App

ADA + NIK AW15 PREVIEW - WWD

Image source: www.laststyleofdefense.com

For anyone in doubt that London menswear has truly come of age in 2015, then the confident outings at LC:M this week proved the case. Moreover, the facts and figures demonstrate that the swagger isn’t just for show: menswear sales have grown almost 5% in the last year, and style forecasters are estimating that the men’s fashion market will grow by 27% between 2013 and 2018 to reach £16.4 billion (Mintel, 2014). Moreover, the week saw many digital firsts at presentations and on the runway – demonstrating a focus on innovation that can only add to the witty, inventive and desirable men’s fashion on show.

Bringing the runway experience straight to the customer was as much an emphasis at LC:M as it has increasingly become in women’s ready-to-wear in recent seasons – with both established brands and more under-the-radar designers employing live streaming and social media to increase exposure. Tapping into an increasingly online-shopping savvy male customer, Burberry not only live-streamed its AW15 outing on Monday, but allowed customers to order clothes online immediately afterwards. Danish menswear brand Soulland went one step further, creating a specially designed app that attendees could download immediately: allowing them to film the models, and providing exclusive content to be shared on social media platforms.

No ticket was required at the Pop Up at No. 9 – a temporary menswear shop in Seven Dials featuring a range of different brands curated by BBSC’s Daniel Peters. In collaboration with The Dandy Lab, the store environment brought the online world seamlessly into the offline, with interactive digital plinths and smart mannequins giving visitors a glimpse of what could become the norm in our stores.

Wearables also featured on the runways of LC:M. London upstarts Ada + Nik have always been known for their punk take on technical fabrics, but this week saw a hotly-anticipated first: the unveiling of the ‘Narrative jacket’, the world’s first leather jacket with an in-built camera. Teaming up with Narrative Clip – who have been producing wearable cameras since 2012 – the jacket captures images and location data without any conscious interaction. Oh, and it resembles a totally good-looking biker jacket – as opposed to a cyborgian gimmick that no respectable East Londoner would be seen dead in.

In order to assess LC:M’s digital strategy from head to toe, however, one shouldn’t forget the all-important hairdo. ‘The Fudge Fix’ – not to be confused with a delicious-sounding Vancouver eatery (“as much fudge as you can eat!”) ­– was Fudge Professional’s pop-up salon, where guests could capture their hair looks in an interactive photo booth to share on their social channels. Mmmm, #FudgeFix.

Reported by Claire Healy

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“Five of the world’s leading young menswear designers competed for the inaugural International Woolmark prize menswear award yesterday in London, England where the London Collections: Mens shows have just kicked off. The Woolmark Company is the world’s best known textile fiber brand, established in 1964.”

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“Just months after announcing its new London offices, Amazon has revealed it will open a fashion photography studio in the heart of Shoreditch. […]The 46,000-square foot studio, which is larger than the one serving the US market, is said to be one of the largest of its type in Europe.”

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Decoded Fashion - Amazon Fashion
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“Retail giant Amazon.com has boosted London’s reputation as the go-to place for tech companies, announcing that it will open a new corporate headquarters in the city.”

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Decoded Fashion - Fashion Tech Daily - Amazon.com