In an age when the image is king, when everything is broadcast almost instantaneously on social media, what is the relevance of a fashion show? Its function has radically changed over the past five years: it has become an occasion for a brand to enjoy this moment in the spotlight to show how ahead it is of its competitors. This season, this demonstration was given in the realm of technology.
Generous busts finally have an ally for their size: underwear brand Triumph launches Seamless Motion, its first bra with “Bounce Control” technology, which reduces bouncing of breasts during exercise. Seamless Motion, a new model of the Triaction range, was presented at the last ISPO Munich, the largest trade fair for sports goods in Europe.
Making clothes, and more specifically shoes, more intelligent is the idea Adidas had in mind with these trainers, which double up as underground tickets for Berlin’s public transport system.
Fashion is become ever-more inclusive. But how to respond to this demand at the same time as limiting production costs? A sewing studio in Lyon has found the solution: Audrey-Laure Bergenthal, a former lawyer who has now turned to fashion, has created Euveka, a mannequin who can adapt her measurements on demand, changing from a size 36 to a 48 with a simple helping hand, allowing workshops to create their full range on just one mannequin.
The cornerstone of ready-to-wear fashion, textile design is now carried out using 3D software, enabling no-nonsense, streamlined production. A systemic transformation in full swing, made possible by a set of new powerful tools that is improving the very way we visualise and design textiles.
An online shopping session that doesn’t result in a return or exchange? Clothes that are ordered and delivered with a perfect fit for your figure? That is the promise of ZOZOSUIT, an outfit with a futuristic aesthetic that accurately calculates your measurements, enabling you to order items that are perfectly suited to your size.
Optimised collection design and manufacture, material simulations and even virtual fittings: the possibilities offered by 3D technology are endless. Digital is an unexpected windfall for the ready-to-wear sector, which has already experienced unprecedented upheavals. This technology has redefined, and not without a certain brutality, the blueprint of a sanctified activity.
Technology is shaking up the fashion industry once again. Jaehyun Ha, from Korean studio PDF Haus, has designed a pair of prototype glasses for Givenchy that are equipped with ‘virtual reality’ or ‘augmented reality’ functions.
While e-commerce continues to conquer the luxury market, some companies are seeking to reinvent the real life shopping experience using innovative technologies. Their aim? To centre their prestigious addresses less around purchasing and more around interaction, creating unique experiences within their boutiques.
Jeans that eliminate the need for anti-cellulite cream? Incredible but true, the French ready-to-wear label Un Jour Ailleurs has collaborated with textile company Solvay to develop jeans made of smart yarn that stimulates microcirculation and turns body heat into infra-red rays.
Named Apollo, the jeans help to make the skin firmer, softer and more elastic, all while reducing imperfections.