Forget frills and pass on the prints, if there’s one thing we learnt from the Autumn/Winter 2018 fashion shows, it’s that technology reigns supreme. This season, designers looked to the future and harnessed technology in imaginative ways to create, present and market their collections. Here are some of our favourite tech-inspired moments from A/W18 shows.
Dolce & Gabbana’s drones
To present their handbags at their Milan show, Dolce & Gabbana eschewed models in favour of drones. Opening the show, a line of these flying gadgets buzzed down the runway, each one dangling a jewel-encrusted handbag. Beforehand, show attendees were requested to turn off their Wi-Fi and personal hotspots, no doubt leaving rather frustrated fashionistas, but making for a great spectacle. Afterwards, normal service was resumed as models took the runway to showcase the Italian label’s clothing collection.
Prada’s virtual influencer
With her on-trend feed and 700+ thousand followers, CGI Instagram star, Miquela has taken the fashion world by storm. Always one step ahead of the curve, Prada utilised Miquela’s digital presence and appeal by having her do a social media takeover on the day of their A/W 18 show. Throughout the day, Miquela posted images of herself in different Prada looks, cleverly blurring the boundaries between reality and fantasy.
Inspired by D.J. Haraway’s A Cyborg Manifesto – an essay questioning the boundaries between humans and machines – Gucci’s A/W 18 collection explored weird and wonderful realms. Set around an operating table, the show drew on post-human themes with models walking the runway holding cyborg-style replicas of their own heads.
Badgley Mischka’s Instagram app
Bridging the gap between designer and consumer, Badgley Mischka created an interactive app in partnership with the company SAP. The app allows users to view each look from the New York label’s A/W 18 collection and pick their favourites. During the show itself, attendees and online viewers clicked ‘like’ or ‘love’ to award their chosen looks. Not only fun, the app works like a virtual focus group as Badgley Mischka share the data with retailers, letting them know which pieces are the most popular.
Balmain’s Snapchat filter
Dubbing it their first ever ‘digital accessory’, Balmain harnessed the power of social media by launching their own bespoke Snapchat filter at the brand’s A/W 18 show. The filter gave users’ faces a glossy sparkle similar to the Sci-Fi-esque clothes that glided along the runway. Armed with 4.7 million Instagram followers, Creative Director Olivier Rousteing is no stranger to embracing social media, so it’s no surprise Balmain’s Snapchat filter is a resounding hit with the media-savvy generation.
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