Technology in the world of high fashion.

September 10, 2020

 In today's world, technology and fashion increasingly intersect. Of course, this is primarily reflected in top brands that try to surprise their customers with smart materials, sneakers that lace up themselves, jackets with built-in gadgets, and so on. However, technology has also reached high fashion. We found several examples that prove that technology can make already high fashion even higher.  

Experimenting with shops

Miuccia Prada introduced the Prada Epicenter boutique in New York back in 2001. Prada shoes and accessories were mixed with books, like in a museum, there were hangers under the ceiling that moved in space like funiculars. Displays were placed between the things hung on the rails, on which videos from the shows were broadcast. The doors in the fitting rooms turned from transparent to opaque - the buyer had to press a special button, and video projections allowed viewing the things shown on the podium from all sides.

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A Burberry store installed 100 screens and 500 speakers in 2012. For buyers, we created simulated weather conditions that Burberry trench coats are ready to withstand, with rain and thunder. There were interactive mirrors everywhere.

Experiments at fashion shows

In 2007, Kate Moss appeared in a flying dress at the Alexander McQueen fashion show in the center of a huge glass pyramid to the soundtrack from the movie "Schindler's List". It would seem that nothing special, but the trick is that instead of the real model, her hologram participated in the performance. During the preparation of the show, they used the technique of illusionism.

Hussein Shalayan's 2007 collection consisted entirely of animatronic outfits: things shrank, disintegrated, flattened and transformed by themselves. During the final release, the model was in a dress, which after a while gathered in a hat, leaving the girl completely naked.

Designer Iris van Erpen in 2011 conducted the first experiment to combine fashion and 3D technologies. Dresses from her couture collection were printed from polymer material.

In 2015, the Italian house Fendi made branded drones for the broadcast of their show to illuminate what is happening in 360 degrees.

During the Diane von Furstenberg show in 2013, models took to the catwalk wearing interactive Google Glass glasses.

The presentation of the Apple Watch was held in one of the most famous conceptual fashion spaces in the world, Colette, in Paris. The event was attended by almost all the heads of the world's fashion houses, models and not only.

Model Coco Rocha presented a digital performance with Lexus at New York's Made Fashion Week. The action, called Lexus Design Disrupted, was a combo of 3D holographic projection, 3D mapping and choreography. Lexus Design Disrupted became a full-fledged theatrical production with a plot development and three acts.

Experimenting with advertising

Garage Magazine has created a special application, thanks to which a static picture on the pages of an issue turns into a dynamic one.

Another Magazine has a special issue in honor of Alexander McQueen. The pages of the magazine were hidden under a cover, which was a device resembling a tablet computer. The cover had to be put into action to watch the soundtrack video.

Latest trends - neural networks

In 2017, Alejandro Giacometti's project from EDITED was launched. The system he created could recognize thousands of catwalk images (it was tested using data from the spring shows of London Fashion Week). Two neural networks were used to isolate individual pieces of clothing: the first subnet formed a unique representation of the input image as a set of real numbers, and the second reconstructed the original image from it. The parameters of these subnets were selected so that the resulting picture was as similar to the original as possible. The project allowed designers and fashion analysts to assess the similarity of outfits to each other. It also became much easier to describe the parameters of each wardrobe item. Designers now have a tool in their hands that helps to define the characteristic elements of the style. It became possible to predict the appearance of new collections, to anticipate consumer demand. A similar model was created by a graduate student at the Royal Melbourne University of Technology Anna Anisimova in collaboration with the companies Clarifai and Nextatlas. Her project allows you to analyze from magazine photos how trends in clothes for pregnant women have changed for half a century. Fashion historians can now assess how fashion has changed at different times.

Since 2018 Stitch Fix has been using artificial intelligence technologies and analyzing fashion trends. As a result, the time to create new collections is reduced.

In 2018, Balenciaga and Tommy Hilfiger launched their neuro apparel collections. Clothing created with artificial intelligence is becoming more and more popular with designers. This is because this approach is a great marketing trick that helps companies stand out from the competition and attract buyers' attention. Profits are also growing.

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