At the “Autumn and Winter 2018 Show” of Milan Fashion Week held recently, designers of the internationally renowned luxury brand Dolce&Gabbana creatively changed their models into seven drones, and carried the “evolution” series bags on their backs for the “show” display in the first three minutes. This program featuring drones has attracted the attention of many viewers.
It is understood that drones can carry bags from the background to the front desk on a scheduled basis, thanks to the system development of Japanese media and art company Rhizomatiks. Its Rhizomatiks Research department has created a new form of expression using technology, just like this Dolce&Gabbana fashion combination with drone technology.
T station is the first place in the fashion industry to enter advanced technology. In October 2015, Tommy Hilfiger introduced virtual reality technology at his flagship stores in the United States and Europe to showcase the 2015 autumn fashion show to customers. Virtual reality technology can allow viewers to witness the scene and have an unprecedented audio-visual experience. Shooting magazine covers for celebrities on site is a major technology selling point in the fashion industry.
Not only does the fashion industry use technology products, but technology companies are also actively seeking cooperation with the fashion industry. In 2015, Huawei collaborated with Vogue magazine to launch two women’s exclusive Android smartwatches, integrating fashion elements into modern technology products. In addition to Vogue from China, Huawei has also collaborated with Vogue from Italy and Spain, as well as GQ from the United States, to launch different products.
Fashion and technology have always been twin sisters
Technology and fashion both mean a trend. Now these two trends are merging. This is thanks to the explosion of mobile internet, which has allowed technology to penetrate people’s lives to an unprecedented extent. The global fashion industry is in a healthy development stage and will continue to grow in 2018.
Data shows that the average income growth rate of the global fashion industry in 2018 could reach 3.5-4.5%, a total of 2 5% USD 5 trillion. This number exceeded the growth rate of 2.5 to 3.5% in 2017, more than three times the growth rate in 2016, but still below the long-term average of 5.5%. The industry’s pre tax profit margin is expected to stabilize at 10%.
Fashion is moving beyond the boundaries of the industry and becoming the technology itself. Coca Cola has collaborated with Spotify, the world’s largest streaming music platform, to design a cola that can play music using AR technology. The printing of special bottles or cans is entrusted to the famous AR marketing company Blippar. Users can download applications from iTunes or Google Store. When targeting Coca Cola or Sprite bottles with promotional labels, the application can take turns playing 189 types of music from the Spotify list.
However, some people also say that wearable fashion is “useless”. An oversized VR head display device, a drone that is never used at all times,
It is not technology or fashion that hinders wearable devices from becoming mainstream. Only by integrating fashion elements into technology can we create products that users truly want and are willing to “wear out”.
The correct posture to lead technological fashion
It can be foreseen that the integration of technology and fashion will be increasing. Technology needs to use fashion to enter the mainstream, and fashion needs to use technology to lead the trend.
The impact of technology on fashion is not limited to data, but more interesting explorations have begun with personalized customization. As is well known, traditional customization is a time-consuming and laborious process. Customized clothing is expensive and requires waiting. Technology is rapidly spreading this’ luxury experience ‘to the mass market.
Currently, fashion integration technology is still in its early stages of development. Fashion brands will not use technology products as a channel for selling products. Technology can help them get closer to customers and fans, and communicate with them in a more intimate way.
More and more brands are providing content experiences through technical support. In the future, more and more technological devices will be distributed to users, which in turn requires more higher standard videos. Driven by consumers, constantly adapting and adjusting, relying on the power of technology to continuously innovate.
The fashion industry actively utilizes its own advantages to embrace fashion technology enterprises. In addition to helping fashion brands and designers stay close to more popular markets, they can also utilize their unique data and efficiency advantages to keenly capture consumer trends, thereby intervening in the front-end of fashion design and more comprehensively meeting personalized needs. The needs of every consumer ultimately lead the fashion trend.
Watching so many TV fashion shows, fashion and technological progress are inseparable. In the manufacturing of intelligent wearable devices, wearability is a reflection of personal style, and fashion or technology ultimately serve people. Research users have found that the emerging middle class is on the rise, growing in size and occupying an important position in society, requiring a better way of life to lead. This lifestyle, including technology, culture, art, and fashion, must be diverse. In the future, we will revolve around this group of people to make life more quality.