What can we expect from a future fashion industry when advanced technology makes itself both available and cheap for the average every day consumer?
While ID Magazine released its new digital channel it made its stylistic suggestion; a 15 minutes high-tech runway installation at the New York launch party. A web glimpse of the concept is available on the site letting the user move and rotate models while changing sound and background.
“Onstage models entered a holographic diorama and were immersed in digital projections, enhanced by a multi-dimensional musical experience – every variation of model, scene and look triggered a different element of the original score by Yeasayer’s Chris Keating. During the event the audience was invited to haptically draw on the diorama using the Samsung Galaxy Note 3, after which they could interact with and create their own personal fashion shows using the main diorama alongside one of three scale models. Playing with buttons on the devices´ touchscreens allowed attendees to choose their designer, design and environment, while swiping allowed them to rotate the model and apply audio filters. Using your cursor, you can re-create and personalize your own interactive fashion show.
In a video ID lets people in the business speculate around the new marriage between fashion and technology. Interestingly enough it still has the perspective of a top down trend system. Fashion veterans welcomes new technology such as 3d printing as a way of strengthening the brand towards the customer.
The possibility of a two-way interaction in the fashion industry is sometimes raised using customization in online retail but rarely used as a force of changing the perspective further. Environmental issues questions a system where the consumer is eager to buy and eager to throw away. It’s lack of functionality aspects it works against entrepreneurship and underground innovation when an unknown label can never be first to market with the latest thing and has to build up to a high level of integrity before it can make money. With interactive technology we now see new possibilities of letting the consumer having a voice instead of being market dictated.
Beyond possible new business model there is also the underlying philosophical question mark; what does the industry use technology for and what does it need to use it for? Fashion gurus will continue to scratch their heads to keep up with an unstoppable revolution.
Also read about Lectras’ collaboration with Dutch AMFI