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. 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

Decoded Fashion - Weekly Stories - Topshop #BringThatBack
Image source: Topshop’s #Bring that back campaign

British high-street fashion retailer Topshop is marking the launch of its new seasonal Archive Collection this month – a 33-piece capsule range based on its original designs from the 70s, 80s and 90s – with a social media campaign that invites fans to post photos of items they’d like to see revived in the future.

Dubbed #BringThatBack, the campaign gives Topshop fans the chance to influence new pieces that will appear in its next Archive Collection, due to drop both in-store and online in November 2015. To get involved, consumers can upload a selfie with a favourite Topshop piece, or an old photo of an item that’s been lost to either Twitter or Instagram using the hashtag #BringThatBack.

In a move that also shrewdly trades on younger consumers’ penchant for self-promotion, Topshop will subsequently select its favourite images to appear in an image gallery on its Facebook page, as well as posting single looks on its Instagram and Twitter pages, while finalising key pieces for the new collection.

Guest post by Samantha Fox


“Topshop has a reputation for bringing the runway show experience to its customers, having offered a live-streamed online glimpse into its Topshop Unique shows since 2012. Now, to mark London Fashion Week, the retailer has teamed with Twitter to harness the trends that the fashion industry is Tweeting about during the shows and giving its customers the chance to shop those trends.”

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Decoded Fashion - Fashion Tech Daily -  TopShop

“While Arcadia Group continues to expand Topshop’s global empire through a combination of company-owned stores, department store concessions and franchise locations, it has reportedly cut back in some markets — that is to say, in Japan.”

Read Article

Decoded Fashion - Fashion Tech Daily - Topshop

“Topshop has thrown open the doors to their s/s15 catwalk show via social media, allowing anyone, yes that’s you, to be a part of the experience.”

Read Article

Decoded Fashion - Fashion Tech Daily - Topshop


Decoded Fashion at SXSW presented by Cusp by Neiman Marcus is the only event bringing together digital heads of Fashion, Beauty & Retail brands to discover and mentor startups founders.
On stage, it will host two panels on brands seeking new tech, with speakers from Gap,, Neiman Marcus, AllSaints, kate+spade and Chanel. Fast paced startup demos will uncover what’s hot in fashion and tech, with a closing presentation from former TopShop CMO, Justin Cooke.
At the Decoded Fashion Mentorship Hub presented by Stylus, tech founders can receive candid feedback and advice on their startup concept and plans, from investors and various executives in Fashion and Retail. Each mentor will offer 10-minute sessions and these are not to be mere sales pitch sessions, but an opportunity for founders to explore their messaging, value prop and even pricing with those who truly understand your target market.

To sign up for a mentor meeting, head to


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We are so proud that one of our Milan Fashion Pitch finalists, Musestyle, has now launched their online shopping platform  Sure, we have all heard about the latest shopping site for some time now, so, what makes Musestyle stand out? Musestyle not only provides its users with the opportunity to shop for the latest trends, it aims to inspire them, bridge the gap between high-fashion and e-commerce, and become a major shopping destination.

Browsing the site is incredibly easy for those of us who know what we want to buy, but it is also fun for those of us who are in the mood to shop but not quite sure for what. If a user is looking for fashion inspiration, the site features “muses” or trend-setters, such as Alexa Chung, a short bio and a couple of garment items resembling the muses’ style. The items on the site are arranged in four groups: Feed, Muses, Trends and Boutique.

Feed, introduces the featured looks from trends and muses. Muses, features each look by muse and contributor. Trends, present the latest themed categories, such as My Valentine and Fashion Week Shows. The last category, Boutique, breaks down the merchandise by item. Here, you will find bags, jackets, shoes, etc. These categories facilitate the shopping process.

Founded by Belgian fashion designer, Cathy Pill and French online marketer, Sarah Levin Weinberg, Musestyle currently works with contributing trend-setters such as Natalie Kingham,; Béa Ercolini, Elle Belgium, and Zanita Morgan, It has also partnered with over 50 online stores such as Net-a-Porter, Farfetch, Harrods, and ASOS. Musestyle promotes some of the best, worldwide known brands including Topshop, JCrew, Chloé, Kenzo and Isabel Marant, among others.

Musestyle, we have high hopes for you!


  1. For Shoppers, Next Level of Instant Gratification
    MasterCard plans to announce a partnership with Condé Nast that will allow digital readers to instantly buy items described in an article or showcased in an advertisement by tapping a shopping cart icon on the page.
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