From New York to Milan, designers have tried their best to come up with some unique ways to showcase their collections during the most stylish month of the year. We’ve put together a few cool moments that stood out during Fashion Month.
Men in heels at Hood by Air
Women weren’t the only ones that ‘Hood by Air’ designer Shayne Oliver sent down the runway in heels. The male models in his show were also strutting in black and white platform heels with large “Air” cut-outs as. Hood by Air continues to push gender boundaries.
Shayne Oliver is not the first designer who explored what it means to clothe both sexes in a time when gender stereotypes is seen as traditional, even archaic. Prada, Givenchy and Saint Laurent have all featured both men and women in their shows, the models and the clothing are now so similar that ‘guess the gender’ is fast becoming a favourite fashion week pursuit.
But will genderless appeal work in retail? Are end consumers really ready to retire the gender codes that have dominated the way we dress for centuries and shop alongside each other?
According to a recent report by Trendwatching.com, “People of all ages in all markets are constructing their own identities more freely than ever. As a result, consumption patterns are no longer defined by ‘traditional’ demographic segments such as age, gender, location, income, family status and more.”
“Probably around 30 percent of the total menswear buy is genderless. JW Anderson, Rick Owens, Saint Laurent… It has already changed the way we style products,” said Monica Pascarella, chief menswear buyer at Luisa Via Roma. “It definitely changes the concept of ‘department’ stores. For us, as a concept store, it has less impact, but I think it will be more noticeable as we move forward.”
A fashion show on Instagram only:
Designer Misha Nonoo skipped both the presentation and the runway for her eponymous label and decided to show her SS16 collection on Instagram. The initiative not only allowed her to save ton of money, but also donate what was saved them to the non-profit organization ‘Women for Women’ in turn allowing her to reach more people.
With increasing demands on our time and concentration levels, people are seeking new, simpler, more visually led tools to help them manage and navigate the world. The increase focus on visual imagery is helping make digital communication that bit more human.
Brands will need to recognise that functionality is no longer enough – whether in terms of the product itself, or the way it is communicated – there will be a growing emphasis to create beautiful designs and use visual interaction wherever possible, to meet the requirements of the more aesthetically demanding customers.
Karl Lagerfeld loves selling experiences
The Chanel show is always a highlight of Paris Fashion Week, and once again, Karl Lagerfeld didn’t fail to deliver. Over the seasons, the designer has taken us to a casino, a brasserie, a paper jungle, a supermarket and an art gallery. And now? An airport.
Karl Lagerfeld does not lose one opportunity to immerse their fans into a parallel world where everything is glam and luxurious. He realizes the potential of giving to consumers something more than a mere product, but rather selling an experience. Marketing an idea of the brand, transporting them into the Chanel world for just a few minutes. The runway show was a worldwide success and a huge buzz online, with fashion bloggers, influencers, celebrities and fans regramming and posting pictures of the show.
Wearable Technology Invades Fashion Week
The brand Chromat, debuted a new line of smart clothing in concert with semiconductor chip, and processor manufacturer, Intel. The five-year-old women’s fashion label, has worked with Intel engineers over the past several months to develop dresses and sports bras that integrate Intel’s Curie module- a tiny piece of hardware featuring a battery, motion sensors, and wireless connectivity.
All of the dresses and bras are “responsive” garments, made out of 3-D printed panels armed with tiny computer modules that sense and respond to a person’s body.
Chromat founder and head designer Becca McCharen told Fortune that the Intel collaboration was “a total dream project.” McCharen stated that: Working with Intel engineers was “like going back to school and getting a master class in mechanical engineering and sensors.”
Interaction between wearables and other connected devices means they have the ability to monitor and measure different aspects of your life and will extend wearables beyond fitness tracking. This is a very big opportunity which exists for brands that to access data and gain a deeper understanding of their consumers and thus tailoring even more their needs.
Visa and Henry Holland collaborate on wearable payment tech at London Fashion Week.
Wearable payment technology made its London Fashion Week debut this weekend following a collaboration between Visa Europe and British designer Henry Holland, which saw guests able to make immediate purchases from the catwalk.
Front-row guests attending the ‘Henry Holland’ show were able to make a ‘purchase’ directly from the collection as it was being modelled on the catwalk. VIPs were given a Henry Holland-designed ring – created just for the event – featuring integrated NFC technology, which linked up to a number of pieces containing a payment receiver tag. This was then linked via Bluetooth technology to a virtualised terminal and Visa’s payment network.
By holding the ring against the tag on the item, guests were able to make a payment instantly and details of the transaction were immediately relayed backstage, where their item was bagged and handed to them as they left the show.
With the chance to collect and capture data, as well as the opportunity to potentially increase consumer loyalty along the way by ensuring the customer journey is a seamless and as smooth as possible, many brands are now jostling for a place in the cashless race.
So far, adoption of these types of payment services appear to have been driven by Millennials, who are significantly more open to this type of transactional technology, and willing to benefit from it. Any brand trying to appeal to this audience in particular would be smart to think about how they are set up to react to this trend.
Tom Ford’s Disco Dance Party Spring 2016 Video Stars Lady Gaga
Tom Ford presented his SS16 collection by releasing a high energy disco music video starring Lady Gaga and a whole bunch of models dancing to the music of Nile Rodgers.
The video features Lady Gaga with models Mica Arganaraz, Lexi Boling, Kayla Scott and Xiao Wen Ju. Lady Gaga recorded vocals for the new version of “I Want Your Love,” with Nile Rodgers, who originally released the song with the band Chic in 1978. The video was directed by Nick Knight and Benoit Delhomme served as the director of photography.
“Having a runway show has become so much about the creation of imagery for online and social media, and watching a filmed fashion show can be like watching a filmed play [which is never very satisfying],” said Ford in a statement. “It was a great deal of fun to do and I think that the video captures the spirit of the collection in a way that a filmed traditional show would not have.” Ford is scheduled to go into production on his second feature film this fall.
Tom Ford attempted to grab the audience’s attention in a different and unique way. Animated videos are a leading medium of choice for impactful story telling. That’s hardly surprising, considering how difficult it is to grab – and hold the attention of an audience in today’s crowded media landscape.