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 we meet Muchaneta Kapfunde, Founder and Editor-in-Chief of FashNerd.com. Muchaneta has strong knowledge of the merger of fashion and technology. Focusing on the evolution of smart fabrics, she has given talks at events like #FashionTech Berlin, Munich Fabric Start and Look Forward.
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.
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.
It’s not a big secret that fashion industry is one of the most polluting industries in the world, with the denim segment highlighted as one of the worst offenders. The production of a single pair of jeans demands up to 10,000 liters of water, as well as dyes, chemicals, and pesticides which pollute the water and environment.
If apparel primary function was to protect us, this since has been amplified. In this last article presenting the different creations exhibited last July during our Look Forward FashionTech festival, we will discover the fourth section, dedicated to the projects augmenting our body’s abilities. This part of the exhibition presented garments and accessories experimenting an extreme fusion with the body, developing abilities spreading from the pursuit of comfort to the mutant creation of a super-body.
As part of their incubation at Look Forward, our start-ups benefit from our partnership with A/B Tasty, who offers them its services and hosts workshops in order to help them improve their website or application performances. But what is A/B testing exactly? When should you use it? Is there any best practice? So many questions we are going to answer right now.