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“Boredom is the biggest problem in fashion”, pronounced JW Anderson after his womenswear debut for heritage fashion house Loewe this week. It’s a sentiment reflected, for many onlookers, in fashion’s ongoing obsession with all things tech. From communication to (e)commerce, the designers who kept things fresh this fashion month were those who found a meaningful way to employ technologies in their show formats – here’s our pick of the best.
Shopping looks straight from the catwalk – whether on the label’s own e-commerce site or through third party retailers – has been a FROW presence for a few seasons now. The problem, so far, has been getting enough people to watch the shows to make the necessary technical construction worthwhile. A live stream will never get the same dedicated ‘footfall’ of Instagram, for example. Exclusive to BCBG Max Azria and sister brand Hervé Leger this season was precisely that – an app called LiketoKnow:It, from Reward Style, that made Instagram shoppable. Once signed up, users could shop straight from the runway photos of various Instagram influencers.
Think London Fashion Week, think Burberry. Or should that be #burberry. The Brit stalwarts teamed up with Twitter for their Burberry Prorsum show for SS15, with the launch of the site’s click-to-buy button. The move allowed customers in the US to buy nail polish worn by the models in the show directly from a tweet. Long considered the zeitgeist in its embracing of tech, Burberry’s Twitter exclusive ensured its place at the head of the pack.
Kenzo’s hot-of-the-press SS15 show took place on the outskirts of Paris – in a skate park. Disgruntled editors in the suburbs aside, the show’s giant digital screens depicting talking avatars were equally eye-raising. “Kenzo would like to remind you that there is no Planet B, protect what is precious." Humberto Leon and Carol Lim like to wear their ecological messages on their statement sweater sleeves; their cyber-aesthetic set design was PFW’s most brilliantly Instagrammable statement of intent. As Humberto told Susie Bubble after the show, “We're definitely embracing technology and looking at what is our vision for the future – cleanliness, purity, the right energy and being responsible.”
Reported by Claire Healy