Recently we took a look at the relationship between music and fashion and explored how musicians are changing the fashion industry. This week, we will take a look at how technology is changing the way we experience fashion.
The fashion industry has long been rooted in traditional mediums such as editorial, hand sewing and sketching and has managed to stay true to these roots throughout the years. But as technology continues to affect the way we experience our everyday lives, it has managed to make its way into an industry that has always relied on humans over computers. This shift has been moving quickly into the fashion world and this year, it proved it won’t be slowing down as it was the theme around one of fashion’s biggest nights—The Met Gala.
For 2016 the theme was Manus X Machina, which celebrated the crossover of fashion and technology in this ever-changing digital world. The looks varied from futuristic fashion to ensembles that were truly enhanced and re-designed through technology. Some stand out looks included Claire Danes, who wore a Zac Posen gown made from fiber optic woven organza that had her glowing in the dark, and Karolina Kurkova, who donned a Marchesa dress in collaboration with IBM that displayed social sentiment through color by analyzing social conversation from her pages in real time (Forbes).
As consumers continue to shift towards online shopping over in-store, retailers are scrambling to find new ways to drive traffic to their brick and mortar locations and enhance their digital presence to keep shoppers coming back. We have seen how music has evolved the fashion industry—could a fusion of tech, music and fashion be the key to success?
Let’s take a look at how designers and major retailers are using technology to enhance their consumer experience.
Westfield’s New World Trade Center Mall Puts In-Store Tech Center Stage
The newly opened Westfield Mall now offers a unique, modern shopping space, allowing consumers to use their smartphones to enhance their experience. Major brands like Under Armour and Aldo are leading the charge by leveraging beacon triggered push notifications and bringing in-app features and content into the store to try and bring the online shopping experience to life.
Get The Look: Rimmel London Releases Shazam For Makeup
Makeup brand Rimmel London recently released an augmented reality app called “Get The Look” which allows consumers to snap a photo of any makeup look and get served up the exact Rimmel products needed to recreate it. The products are then digitally applied to the consumer’s face using the front facing camera and, if they like what they see, they have the option to purchase those products directly through the app via Google Shopping.
Mendel Picks Instagram Story, Film Over Runway Show
French designer J. Mendel pushed the boundaries for his latest collection and proved that the digital runway is just as valuable as an IRL show during New York Fashion Week. He chose to ditch the traditional runway show and preview his Spring/Summer 2017 line on Instagram Stories, featuring stills from the collection shown on model Ondria Hardin.
Written By Judy Rummell