What the tech show at NYFW means

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As the fashion world gathers for London shows, the glow of the latest New York Fashion Week shines as experts continue to dissect the runways and the Met Gala from both familiar and new talent.

In addition to the show there was technology spotted in and around the shows to showcase their technical stuff. The projects, some of which will span throughout September, have brought augmented reality, behind-the-scenes reporting, live shopping, and even holograms, among other initiatives, to attendees and online viewers around the world.

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Today’s wave of innovation, carried on by the media, social media and e-commerce giants, has offered new ways to experience action.

Snapchat’s release of fashion-oriented augmented reality lenses builds on anticipated style trends tied to each of the four major cities that will host fashion weeks this month. Launched with New York Fashion Week, lenses that a company product works with digital fabric and body mesh technology will be launched every week to allow users to walk their own personal catwalk and virtually try on up to nine different looks.

Yahoo, a Verizon Media company, has had its own AR project since its latest partnership with Rebecca Minkoff, this time to showcase the digitized looks of her latest collection. The immersive experience offered online visitors a virtual version of New York to visit and model photos with Minkoffs styles via NFT. Additionally, 3D versions of its products will be available for sale through The Dematerialized digital fashion marketplace.

Yahoo, IMG’s official innovation partner of New York Fashion Week, has been quite busy this season. The tech and media company also worked with Christian Cowan on a new project related to his event, with the designer appearing as a photorealistic hologram, activated by QR codes.

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The ability to bring all of our followers home to the collection and show in such an intimate way feels truly special, Cowan explained in a statement. And allowing our customers more in-depth descriptions of the pieces they’re receiving adds a lot to the retail experience.

As a metaversal display, such glitz shows what technology can do, displaying the allure of technical magic. It is not necessarily a new phenomenon. The interplay between technology and fashion dates back years, a peak in 2012 saw Google Glass land on Diane Von Furstenberg’s runway and 3D printing company MakerBot partner with Asher Levine to offer on-demand sunglasses.

But there is something different in the spirit of today’s efforts. Behind them, there is a deeper feeling that the velvet ropes that mark fashion events and haute couture itself are peeling off.

In this way, the latest wave of tech initiatives could finally be the catalyst that offers the much-discussed democratization of fashion. But it’s also something more: Silicon Valley’s growing fascination with fashion week has shifted from attention-seeking experiments to a deeper understanding that digital innovation and fashion can evolve together.

This is certainly true, at least when it comes to shopping. IMG, for example, tried to drive on-demand sales straight from the runways this month.

Fans may cheer, but commercially, the move has received mixed reactions. I’m not as convinced as others that the see-now-buy-now model will truly connect with consumers of luxury fashion, said Dave Bruno, director of retail insights at retail tech firm Aptos. However, I believe luxury fashion brands need to adapt their supply chains and merchandising practices to still support the model. Because the changes they need to make to support see-now-buy-now programs are the same changes that are needed to compete more effectively every day.

From his point of view, these forces play directly into issues such as collaborative design, shortened consumer feedback loops, production and planning of merchandise and inventory.

Those pressures, which are very real, can be inevitable growing pains. Because the rush to bring content, creators and fashion products closer to the masses does not stop, in any case. This was clear from the activity that revolved around the shows.

For example: Pinterest, a first-time NYFW sponsor for IMG, marked the occasion both online and in the real world. A partnership with stylist Sergio Hudson resulted in a 360-degree tour behind the making of his show, as well as a shopping opportunity to pick up his latest looks on the platform, right off the runway. The PinCodes left on each spot during her show led people to Hudson’s Pinterest board, where she shared the inspiration behind her collection.

The company also promoted influencers who were on the ground to cover the events, including Tenicka Boyd, Nicolette Mason, Caroline Vazzana, Justine Marjan, Kristina Rodulfo and Erin Parsons, and hosted a physical lounge space and studio, so that the creators could recharge and launch fashion content. , which was highlighted in the apps Today tab.

According to a Pinterest spokesperson, a deal this season with online social and intelligence firm Launchmetrics, which offered new and exclusive ideas during the week-long event, will extend to Milan, Paris, Madrid and Mexico City.

Facebook also made its presence known via Instagram, which has partnered with The Met and Vogue to launch a series of exclusive drops from American designers, including Bode, Brother Vellies, Christopher John Rogers, Collina Strada, Gypsy Sport, Prabal Gurung and Pyer Moss. The initiative was linked to the latest Costume Institutes exhibition, In America: A Lexicon of Fashion. Each month, @themetstore will offer these special collections for purchase directly within the app.

We hope to spark global conversations about what fashion means in America today and tomorrow, said Eva Chen, Instagram’s vice president of fashion and shopping, and we’re proud to support these designers who are advancing culture and shaping the industry.

Notably for the Met Gala, Insta also worked with Charlotte Tilbury and other red carpet makeup artists to make the beauty look affordable. Tilbury hosted live shopping events to demonstrate how to recreate the looks seen on stars like Mindy Kaling and Carey Mulligan and shop the used items, with the videos left over on IGTV.

For Tilbury, @ctilburymakeup’s acquisition project with instant access to red carpet makeup magic was a first on Instagram.

TikTok, which became a major online force during Fashion Week, this month unveiled a new #TikTokFashionMonth campaign, featuring tips, trend reports and demos, as well as new creative effects and virtual events.

Most notably, the platform promoted its first edition of the Fashion & Beauty Frontrunners List, an accolade list that includes high fashion favorites and beauty gurus who change the glam game, according to TikTok. In particular, honors recognize fashion and beauty influencers who use their platform to promote representation, accessibility and inclusiveness.

What’s special about this year’s fashion month is that they were putting our creators at the forefront of the Fashion & Beauty Frontrunners list, said CeCe Vu, head of fashion content partnerships at TikTok. Our community has come to know and love the way we bring them behind-the-scenes moments from the best fashion shows, while also helping them get closer to designers. And now, we’ve also highlighted a group of talented and diverse creators that we can all admire and aspire to be.

Not that the coverage of the fashion industry is taking a back seat. Content collaborations with Tatcha, Glow Recipe, Tower 28, Hourglass, Balmain, Carolina Herrera, Tory Burch and Staud, among others, serve as a showcase for new products, all the way to the September 29th Balmain Live Runway online event.

Meanwhile, in the app, new creative effects aim to offer users even more fashion experiences. Evaluate my outfit marks outfits ranging from fashion week icon to fashion missteps, while a new aesthetic challenge invites creators to dress in a casual style, from cottagecore to emo, preppy and Y2K.

It is clear now that Big Tech wanted to make a big impression on NYFW. It is not entirely new. But increasingly it does so in ways that seem more personal and intimate, while still offering a wow factor, a dynamic that tends to be a hallmark of the creative geniuses of the design world. This suggests that the tech sector is, perhaps finally, starting to become fashionable.

Editor’s Note: WWDownload is an ongoing new feature that examines the latest trends in technology and related industries.

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