Future in fashion, what do we know about…
All the main trends in fashion are being influenced by new Technologies. Technology allows for more innovative approaches, futuristic concepts and innovations to be put into practice and in the coming decade probably every person on our planet will wear smart and sustainable clothes.
Partnerships – Collaborations
Collaborations are very trendy between different fashion brands. For example The Attico that is a Milan based luxury brand owned by Gilda Ambrosia and Giorgia Tordini, announced that on February 19th The Attico will host a workshop in collaboration with the Jordan family, in one of the most iconic spots in Milan: Museo del Novecento. They will guide a group of people to create some special pieces starting from existing materials.
Augmented reality
The first trend that I want to talk about is the Augmented Reality, in the big picture fashion and technology. Gucci for example launched an in-app augmented reality feature; created in partnership with tech startup Wannaby, the feature allows customers to virtually “try on” shoes and then instantly purchase them from the label’s e-commerce site. Users can now browse through and view on-foot by simply pointing their phone camera at their feet.
More recently tho Maya Jama opened the 2020 BAFTA Film Awards red carpet with the world’s first 5G- powered AR dress; designed by Richard Malone and made from ethically sourced fabric including recycled ocean waste.
3D Printing
The second trend is the use of 3D printing. Optimization of production processes, customization possibilities, creation of complex shapes… 3D printing opens new creative fields for the fashion industry and allows to add up cutting-edge technology to traditional techniques. Also printing the garments reduces fabric waste in production by about 35%.
Adidas for example partnered with Carbon to create 3D-printed sneakers and shoe parts. The limited edition Adidas Futurecraft 4D, which retails for around $300, is the latest product from the partnership. For now, Futurecraft 4D shoes are hard to find, because production is limited. It’s a situation that the company hopes to change over time.
Retail, Virtual Merchandising & AR
What many brands do need are stores that help build or strengthen a connection between the customer and the label, creating a sense of excitement or urgency.
“What we’re trying to show here is that shopping in the future will be a combination of some elements of what physical stores have today, like visual merchandising and curated pieces, but then they have all of these other things that are not possible in physical stores,” said Neha Singh, Founder and CEO of Obsess.
Sustainability
Sustainability is the key words for future fashion. If you don’t do it, you can’t even compete with all the rest of the brands around the world. Sustainability could be used in different ways and levels.
I will keep you posted about new trends very soon, in the meanwhile have a look at this amazing blog https://www.theblondesalad.com/en-US
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