SAVE THE DATE: HOW TO MAKE IT IN THE CREATIVE INDUSTRIES PANEL

SAVE THE DATE: HOW TO MAKE IT IN THE CREATIVE INDUSTRIES PANEL

The first quarter of the year might be behind us already but ‘unpredictability’ still feels like the word du jour in the fashion industry and beyond. And it’s not without reason. Once the most anticipated months in the fashion calendar, fashion weeks now make headlines with the number of designers who choose not to show in the official schedules, experiment with the presentation format (with varied success) or ditch their participation altogether. Outside the extravaganza of fashion week, companies are having to rethink their processes, sales and distribution channels and how to use data in a way that grows their business, at a time when consumer loyalty is something of a myth. No one is safe, not even overly hyped streetwear labels like Vetements. And yet, there’s never been a better time to enter the industry. According to The Business of Fashion and McKinsey’s 2018 report, The State of Fashion, “optimisim” was ranked as one of the top 3 words executives used to describe the state of the industry. Accenture’s Helen Mountney recently echoed this, saying that new companies are now “very well placed […] because they tend to be digital natives and understand the importance of technology”. So, while it might be one of the most competitive and challenging industries, there’s a place in fashion and the creative industries for bright young things who are ready to challenge the norms and create their own narrative. To help address the challenges and opportunities for up and coming brands and creative entrepreneurs, we have teamed up with Lovespace – UK’s largest by-the-box storage company – for an evening of discussion...
BRIA AND SABINNA TRANSFORMING FASHION COLLECTIONS INTO BIODEGRADABLE MATERIALS

BRIA AND SABINNA TRANSFORMING FASHION COLLECTIONS INTO BIODEGRADABLE MATERIALS

As we outlined in our trends to watch in 2018, sustainability continues to be on the top of the agenda for fashion companies. Now, one of the WEAR funded projects on creating a more ethical industry has come into fruition by none other than our favourite fashion-tech innovation agency ​BRIA and forward-looking fashion brand ​SABINNA. The teams at ​BRIA and SABINNA have collaborated to transform a fashion capsule collection of wardrobe “staples” into new 100% biodegradable materials for use in garment packaging and shop interiors. By developing innovative processes for transforming garments into new biodegradable materials, they have successfully demonstrated that without compromising on design, it is possible for brands to create commercial fashion that is circular and that never needs to go into landfill, with the potential to avoid millions of tonnes of garment landfill waste every year. “We started discussions to team up with Sabinna in August 2017, as we have known her for a while now and we share a common passion for sustainability and for changing the status-quo in the fashion industry in terms of current practices,” tells us BRIA Co-Director Moin Roberts-Islam. The teams set out to develop processes for transforming end-of-life garments made from cellulose-based materials into new 100% recyclable and biodegradable materials. The new materials which were created are similar to paper, card, plastics and even wood, and can be used for garment packaging, tags, building shop interiors and many other applications. In order to demonstrate their new developments to the fashion community, the teams at BRIA and SABINNA worked together to co-design and produce a capsule collection of garments made from...
HOW OUR SENSES AND EMOTION AFFECT OUR BUYING BEHAVIOUR

HOW OUR SENSES AND EMOTION AFFECT OUR BUYING BEHAVIOUR

Think of the last time you walked into a retail store; can you recall your emotions and feelings? Chances are that one of them would have been hope – but how long did that feeling last? Because in general, we have high expectations and a low stress threshold when we’re on a purchasing mission. Our consumer needs must be met as seamlessly as possible, whilst at the same time we seek to enjoy the purchasing experience. Consider for a moment the regular grocery shop; it’s what retailers refer to as a ‘distress’ or ‘convenience’ shop – for the most part, made as easy and convenient for us as possible. However, whilst the navigation of the store might go relatively smoothly, the end of that particular journey is almost guaranteed to frustrate – arrival at the checkouts; we spend time evaluating the queues, skilfully selecting the one which is obviously quickest and almost invariably pick the wrong one. Typical. Result? We leave the store feeling frustrated and a little irritable. Head vs Heart Most consumers today are in search of an immersive experience. Along with buying products and services, we expect to buy enjoyable, memorable and wonderful experiences that stir our emotions by immersing our senses – allowing us to transform a tedious, ordinary in-store experience into a pleasurable, emotional journey. When it comes to purchasing; from food to clothes to technology, our emotions and senses are continuously stimulated. But what drives our purchase decision when we encounter sensory overload? We employ our logic, right? Wrong. According to professor Antonio Damasio’s latest findings in neuroscience, decision-making isn’t logical, it’s emotional....
LONDON FASHION WEEK: TASTEFUL TECH AND TRADITION

LONDON FASHION WEEK: TASTEFUL TECH AND TRADITION

Following a turbulent New York Fashion Week, where some questioned its value, others accused of lacking diversity and which dozens of American designers decided to ditch in favour of other cities (for yet another season), eyes turned to its European peer – London. Was the Big Smoke going to get that same treatment this season? Thankfully, the British capital delivered on every single front – from putting the spotlight on new designers, to championing the icons and creating lots of experiential activations, the five days during LFW didn’t disappoint. We’ve rounded the key highlights below. Bailey takes a bow Burberry’s February show was the last one under the creative direction of Christopher Bailey, who chose to dedicate his final collection for the brand to organisations supporting LGBTQ around the world. While the show was a magnificent spectacle, ‘the final soundtrack – Jimmy Somerville singing ‘Don’t Leave Me This Way’ – seemed more concerning about a future without Bailey at the helm than celebratory about the brand’s next steps,’ commented fashion historian Dr. Ben Wild. Now that we know Givenchy star Riccardo Tisci is replacing Bailey, it will be fascinating to watch the antidote-of-Bailey designer put his spin on the iconic British brand. The Queen makes an appearance No celeb or influencer entrance could even begin to compare with the excitement around The Queen’s appearance at London Fashion Week. Her Majesty was greeted upon arrival by Caroline Rush CBE, Chief Executive of the British Fashion Council (BFC), after which she toured the Designer Showrooms, viewed the collections and meet some of the designers, including a group of NEWGEN budding talents....
LACOSTE’S SOCIAL RESPONSIBILITY STRATEGY

LACOSTE’S SOCIAL RESPONSIBILITY STRATEGY

Known for his crocodile logo and iconic polo designs, Lacoste has created an important social responsibility project during Paris Fashion Week, in collaboration with the l’Union internationale pour la Conservation de la nature (IUCN) (International Union for Conservation of Nature) foundation. The Save Our Species project saw the brand change its iconic crocodile logo with stamps of 10 threatened species, such as the Sumatra tiger and the Kakapo parrot. The number of polos produced with each of the new patches corresponds to the number of individuals known to remain in the wild. For example, there are only 30 shirts with the critically endangered Vaquita and 50 with the Northern Lepilemur. Lacoste and agency BETC worked closely with IUCN’s experts to define and select ten threatened species. A total of 1,775 polo shirts launched during the brand’s runway show at Paris Fashion Week, with half of the profits going directly to the IUCN to fund concrete nature protection actions and the other half – invested in communication to give visibility to the cause and the Save Our Species program. Shoppers who want to contribute to the cause but have missed the opportunity to snatch a polo can donate to IUCN directly. — This post was written by Brandcared. Based in New York, Paris and Istanbul, Brandcared is the first and only fashion management company in Turkey that manages strategical, conceptual and business operations under one roof with global and local business partners. ​Brandcared proposes fashion business solutions, bespoke trainings, win-win projects for fashion companies, fashion designers and also for other sectors that want to know fashion industry closely. Have a...
COVERGIRL UNVEILS IN-BROWSER AR MAKEUP TRY-ON

COVERGIRL UNVEILS IN-BROWSER AR MAKEUP TRY-ON

Covergirl is making it easier than ever to virtually try on makeup that’s instantly shoppable thanks to augmented reality. The beauty giant has teamed up with innovation studio Holition and agency Beamly to create an AR tool which allows makeup lovers to try on digitally five looks from Covergirl’s Spring ‘18 collection. The best part? Advances of AR are removing barriers to entry, so the technology is now integrated in Covergirl’s website. This means that you don’t need to download an app or sign up to anything to take advantage of the functionality. Shoppers can see all products needed to create each of the five looks and have the option to purchase them (one or the whole look) through Walmart. The project comes from a study by Covergirl and Holition which asked more than 70,000 shoppers what mattered most to them in makeup discovery. With 91% of respondents agreeing that virtual try-on helps them try new things and understand what products are right for them, the survey proved that virtual try-on is a must-have for beauty brands. However, 76% of respondents also noted that virtual try-on can be misleading if not built to a high enough standard, and that almost all tools lack a smooth transition from trying to purchasing. The secret to the realistic look and seamless experience comes down to Holition’s, process. Before each look is created in AR, developers test each product (eyeshadow, eyeliner, eyelashes, brow tint, blush, lipstick, and lip liner) in real life, and manually match the shade, opacity, shimmer, and application technique in their machine learning software, FACE by Holition™, which has been...