Even if the garment first function is to protect its wearer, through the ages some new faculty as a social window, allowing to communicate with others about what we really are : our tastes, our humour, our personnality, our identity… Technologies and digitals innovations revolutionnized activity sectors as well as they tranformed the fashion industry. These news technologies give a brand new creative dimension to fashion designers’ creations and redefined the use of a garment. The data digitalization and the surexposition of our private informations, some creators choose to minimized this trend by focused on our intimacy in order to discover oneself and protect its privacy.
Today on the blog, we are welcoming Angèle Radjagobal, founder of Soundary Cycle. As more and more people choose to ride their bike, cities adapt their infrastructures. As a matter of fact, “the number of car drivers in London fell from 137,000 in 2000 to 64,000 in 2014, while those of cyclists trebled from 12,000 to 36,000 over the same period” (Copyright : BBC). Let’s discover together our newly incubated start-up that develops leather goods and accessories for cyclists.
During « Les trente glorieuses », a period when the world’s most developed countries experienced a tremendous economic growth and life conditions improvement, consumers witnessed an increase in products innovation and the development of new technologies. Consumers would be offered numerous products, each one more original than the other, and supported by ubiquitous ad campaigns. Brands engaged in a never-ending fight to win over their competitors’ customers. But over the last decade, the technologies developed require years of research and prototyping. This innovation competition increasing, many brands decided to refine their marketing strategy to give the user experience another dimension.
Lately, women have taken over historically masculine trends, and men are more and more targeted by lines usually developed for women only. After seeing women wearing pants for the first time a hundred years ago, we now see men wearing skirts (not considering Scottish wearing kilts for thousands of years…). The feminist community, transgender one or even the gender neutral movement have broken traditional gender rules and help these trends to spread.
Today we meet Aurore, founder and CEO of L’Armoire à Beauté. She shares with her signature wit her views on cosmetics, big brands and their relationship with their consumers, organic products, beauty shopping and… French pop (and tattooed) artists!
Lyst, the fashion search engine, recorded over 3 million search entries for sneakers every month. That is more than handbags, which were considered the ultimate fashion accessory… Until now. It seems that sneakers are establishing themselves as statement pieces and collector’s items more and more. No wonder if you take a quick look at the numerous celebrity collabs with major brands, such as Puma x Rihanna’s Fenty (most searched pair on Lyst), Kanye West x Adidas, Pharrell Williams x Adidas… Collabs between fashion brands and historic sneaker houses are also all the rage, as for Comme des Garçons x Nike, Adidas x Alexander Wang or Converse x Colette x Club 75.
They all have this word in mouth: recycling. Beyond so-called ethical brands, the fashion giants are also getting involved. H&M or Uniqlo go even further in their approach by collecting directly their used clothes in shops.
Faced with critizisms about fast fashion, textile giants play their green card. A necessity since “sustainable development is more and more important in the fashion business,” confirms Valérie Moatti, associate professor in the fashion and technology chair at ESCP Europe.