new york fashion week

Decoded Fashion - Weekly Stories - R29
Image source: R29

Using New York Fashion Week to push an agenda based on marrying culture, content and commerce, US lifestyle e-tailer Refinery 29 created a two-day wonderland of immersive installations in Brooklyn last week (September 11-12).

Dubbed 29 Rooms, the multisensory showcase consisted of 29 overtly Instagram-worthy rooms housed in a 50,000 sq ft waterfront warehouse. The site-specific art installations, virtual reality experiences, live performances and film screenings were the result of partnerships with artists, designers, brands and charity groups.

US chain Nordstrom Rack presented Fierce in Fiction – a door-mounted peep show featuring the surreal worlds of literary heroines Dorothy from the Wizard of Oz and Alice in Wonderland. Meanwhile, US accessories brand Fossil’s Calling All Curious explored the world of makers through a series of large, curiosity-inspiring keyholes that posed questions such as “Do you colour inside the lines?” alongside an invitation to fill in the drawing behind the door.

A handful of rooms aimed to “give women a voice to express themselves, to feel good in their own skin”, tackling topics from body positivity to politics. US women’s activewear retailer SIX:02 and German sportswear giant Puma’s industrial-looking room encouraged visitors to pledge to accomplish a new goal, recorded in text using stop-frame animation, and then projected into the room. The Vote Your Values room, meanwhile, featured mock voting booths where participants recorded short messages for the future US president about issues that were important to them.

Guest post by Katie Baron

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

Decoded Fashion - Weekly Stories - Givenchy
Image source: Givenchy

Courting consumers’ growing desire for insider access, in an industry first, French luxury fashion house Givenchy will open its New York Fashion Week show on September 11 2015 to the general public.

Consumers can get the tickets free of charge on a first come, first served basis by registering on, with 100 tickets being set aside for New York residents living in close proximity to the venue, which has not yet been revealed. A further 1,200 tickets have been dedicated to non-industry fashion fans and students from local fashion schools, including The Fashion Institute of Technology (FIT), Pratt Institute and the High School of Fashion Industries. Givenchy collaborated closely with the City of New York’s marketing office on the project.

Suggesting a far wider rebrand, the move also coincides with the opening of its new flagship on Madison Avenue.

The event will showcase Givenchy’s S/S 16 collection, conceived by the brand’s creative director Riccardo Tisci. He is one of the most active in the industry on Instagram (with more than 951k followers), regularly posting behind-the-scenes images to build the brand’s socially savvy following.

Guest post by Marta PodeszwaKatie Baron


“Kardashian-Jenner family feuds, wild parties, the Fat Jew, Drones – it’s all about to kick off at New York fashion week.”

Read Article

Decoded Fashion - Fashion Tech Daily - NYFW x Caitlyn Jenner

“In what will be a digital first for fashion, Ralph Lauren Corp. is partnering with the live-streaming app Periscope to livestream the Ralph Lauren Collection show to the heart of London.”

Read Article

Decoded Fashion - Fashion Tech Daily -  Ralph Lauren x Periscope

“Macy’s may be a national go-to for accessible style, but it’s explored more high-fashion territory multiple times before, like when it partnered with Made Fashion Week for an ongoing collaboration and with Karl Lagerfeld for a much-hyped capsule collection. But now, the retail giant is set to take on New York Fashion Week, with a runway show of its own at one of the city’s largest, best-known venues, the Theater at Madison Square Garden.”

Read Article

Decoded Fashion - Fashion Tech Daily -  Macy's x NYFW

“What’s it like to experience Day 1 of New York’s first ever fashion week for dudes? Pretty awesome. We got an inside view into New York Fashion Week: Men’s on Tuesday — by shooting with a drone of course. Aerial photography site Da Drone Boyz hovered over the chic, exciting event.”

Read Article

Decoded Fashion - Fashion Tech Daily - NYFW Mens

“With no tents and no Mercedes-Benz, New York Fashion Week is going to look pretty unfamiliar come September. And now there is a new NYFW logo for us to adjust our eyes to.”

Read Article

Decoded Fashion - Fashion Tech Daily - NYFW x CFDA

“Parading Google Glass and other wearable tech pieces down the runway is so last fashion week. This year, GoPro was the industry’s go-to techie toy: Karlie Kloss wore one throughout the week, from her taping of Good Morning America to a turn down Carolina Herrera’s runway.”

Read Article

Decoded Fashion - Fashion Tech Daily - NYFW x GoPro

“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.”

Read Article

Decoded Fashion - Fashion Tech Daily