Your Roundup of All the Best Fashion-Tech Crossovers of NYFW SS17
We all know that fashion is all about staying ahead of the game, however this now no longer just applies to the apparel featured on the catwalk. High-tech collided with high fashion like never before at NYFW SS17; we’ve brought you a roundup all the best examples of digital inclusion in one of the most important weeks in the fashion calendar.
Fashion techies among us will know that New York Fashion Week is the biannual pinnacle of technological innovation in the fashion world – and this season didn’t disappoint. With high-end designers utilising cutting edge tech in order to propel their SS17 collections to the forefront of both fashion and tech headlines, we’ve curated a list of all the digital highlights to whet your appetite for the season to come.
Intel’s Immersive VR Runways
The first notable digital partnership of NYFW was that of Intel getting in on some serious VR action. The tech giant teamed up with IMG & a selection of high-end brands in order to film and broadcast the runways in full virtual reality live. These Intel broadcasts were powered by Voke VR technology, which provided a surprisingly natural viewing environment that truly transported you to the coveted front row of the Marissa Web, Noon by Noor & Supima shows.
‘Buy Now, Wear Now’ Realised
This season, luxury fashion mogul, Tom Ford, combined his menswear & womenswear collections into one immediately-shoppable AW16 collection, as opposed to presenting his SS17 pieces. Speaking on his increasingly sense-making decision to move towards a ‘buy now, wear now’ showcasing, he said: “In a world that has become increasingly immediate, the current way of showing a collection – four months before it is available to customers – is an antiquated idea and one that no longer makes sense.” The move towards more immediately-available collections is a growing trend among brands, with an increasing number of designers making their latest collections instantly shoppable to both industry insiders and consumers alike.
Social media savvy designer, Rebecca Minkoff, also contributed to the ‘BN,WN’ revolution. Minkoff first launched her immediately available ‘#SeeBuyWear’ collection in February of this year, continuing this theme for the most recent NYFW with her ‘#RunwaytoRetail’ collection.
Tommy Hilfiger’s Digital Fairground
Staple of the preppy American fashion sphere, Tommy Hilfiger, also incorporated immediacy into his latest creations – not only were NYC’s fashionistas treated to a 40ft Ferris wheel, they were also given exclusive access to the latest pieces by Tommy Hilfiger’s latest shoppable catwalk. Those lucky enough to attend the brand’s first consumer show – featuring the much-anticipated ‘Tommy x Gigi (Hadid)’ collection – could access digital touch-screen shopping walls to access the collection. The runway was also live streamed both in Times Square and on Facebook Live.
Stunning 3D-Printing with Chromat
NYC-based designer Becca McCharen returned with a stunning all 3D-printed collection for forward-thinking brand Chromat. McCharen’s background in architecture and urban design paved the way for the stunningly structured pieces; ranging from 3D-printed bras, headpieces and dresses.
Snapchat ‘Live LookBook’ by Misha Nonoo
Given that forward-thinking designer, Misha Nonoo, has already utilised Instagram in previous seasons as an instantly-available lookbook, it was no surprise that she slapped up round the chops with more digitally-grounded surprises. Via Refinery29’s account, Nonoo used Snapchat to launch her ‘Live LookBook’ along with stills and video content in accordance with her ‘day to play’ ethos.
Talking about her use of Snapchat at this year’s NYFW, she said: “Snapchat is a recent discovery for me, and it has put the fun back into social media. I want to inject that same creative, experimental energy into how I present and share my collection.”