Future of Fashion: How the tech industry has connected with the fashion industry.
- Trend commentator
- Jan 11, 2020
- 4 min read
Updated: Jan 17, 2020
The world has entered into a digital and technological society, A world in which technology plays a lead role in the day to day lives of a majority of the global population from contactless payments to social media. This transition to a technologically literate society has also had a transformative impact on industries and it makes sense that technology has also had a transformative impact on the fashion industry and how we as consumers interact with fashion.
Both the tech industry and the fashion industry are lucrative industries and this has resulted in companies such as google and fashion brands beginning to synergise to produce technologically advanced garments.
The infiltration of technology into the fashion world is not something that has recently emerged but has featured in fashion shows. One of the most well-known trailblazers in the late luxury designer and couturier Alexander McQueen.
Alexander McQueen was able to highlight the beautiful moments that the pairing of fashion and technology could produce:
One example of this is McQueen’s 1999 summer/spring collection in which two mechanical robots were used to strategically programmed to release spray paint onto model dressed in a white cotton garment. This was deemed advanced for this period in time.
McQueen also utilised technology in his ready to wear fall/winter 2006 runway collection. In the show, McQueen used a hologram of British fashion model Kate Moss that was produced by videographer Bailie Walsh alongside McQueen.
The use of technology within fashion shows creates illusions, depth and enhances the performative nature of a fashion show.
We have moved from this as technology has developed drastically and has proven itself to have a positive impact on the world, altered fashion design and changed our relationship with consumption.
The intertwining of technology and fashion has provided an industry that is known to significantly contribute to climate change with sustainable production methods that can slow down the damage.
3D Printing
one of the sustainable fashion tools that are being experimented with is 3-D printing designing. 3-D printing has the technological ability to build anything from a pair of designer sunglasses to a pair of shoes.
We often attach ethical production standards and working environment, organic fibres and biodegradable materials when we discuss way in which the fashion industry can operate in a way that reduces the damage to the planet.
This technique is deemed sustainable as it uses biodegradable plastic (often made from corn).
Designers have taken this piece of technology and have experimented, creating different shapes and textures. Through the use of this technique designers and clothing brands would be able to drastically minimise their production of material waste; this is because of the specificity of 3D printing production using a technique of precise layering. Not only is waste reduce but production costs are also reduced.
however, at this precise moment, 3D printing appears to only work for couture labels. In order to get the most out of this technology, it needs to develop to make clothing more accessible and functional for everyday wearing.
Fashion Marketing
At one stage brands were reliant on traditional forms of marketing such as billboards, buses and TV adverts to gain consumer interest and increase sales. The emergence of technology such as smartphones and social media ( Instagram, Facebook, Twitter and Snapchat) have opened up the industry to the wider number of consumers and altered the way in which fashion is marketed; with many using a large quantity of their marketing spend on social media platforms and websites.
Instead of relying on one form of marketing fashion brands both high street and luxury have turned to social media influencers and social media as we are operating within the digital age and having an online presence is important. Brands utilise popular influencers on the platform to gain greater exposure and it has proven itself to be effective each and every time.
Influencers are often paid to promote the brand by posting themselves wearing the item and tagging the brand on the post. however, there are issues surrounding online influencers as the authenticity of influencers and their posts are called into question as well as whether the influencer is being paid to create content; this has resulted in a restructuring of trading laws.
As well as this social media has created an environment in which we can navigate social networking platforms whilst simultaneously shopping with a click of a button.
Technology has changed the traditional methods of marketing within the fashion industry and digital will continue to be the way forward.
Artificial Intelligence (AI)
technology has altered the consumer shopping experience and the way we interact with fashion.
Artificial intelligence technology enables brands to track consumer behaviour and thus can release products based on consumer interest as well as making a fashion forecast.
Brand websites are also using the technology to create virtual stylists that improve the online shopping experiences through providing assistance when attempting to find an item that fits.
AI has also led to the creation of software that increases product discovery speed, for example, the Google lens which enables a smartphone user to take a picture of a garment or product and Google will identify the item or recommend similar items.
(screen recording on phone)
Drones replacing models?
Models are a central feature of a runway show however technology has provided an alternative to Gigi Hadid and Kendal Jenner and that would be drones. Drones have begun to feature on the runway of well-known luxury fashions brands one of them is Dolce and Gabbana; the luxury brand used drones to carry their autumn/ winter collection 2018.
The intertwining of fashion and technology has proven itself to be an exciting pair that shows signs of ingenuity, creativity and evolution. I believe that technology will continue to develop as we emerge ourselves in all things digital coming up with technology that will not only protect the planet but change the industry and consumer behaviour.
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