Technology set to take over NYFW← Back
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The gap between fashion and technology has been closing over the past few years, as companies have been increasingly keen to find ways of incorporating technology into fashion. With New York Fashion Week kicking off today, it’s obvious that fashion labels are slowly but surely opening themselves up to the numerous possibilities offered by tech.
This season, Tommy Hilfiger is truly embracing the digital world. Shortly after revealing that there will be an “Instagram pit” at the show during NYFW, the fashion brand announced that guests wearing Apple Watches are to get priority access to the show. Apple Watch wearers will benefit from a fast lane, where they will be able to swipe in using the GPS Radar app.
Tommy Hilfiger isn’t the only brand making use of technology. Public School has teamed up with Fitbit, a company known for their activity tracking products, on a collection of wearables that will launch at the fashion label’s Autumn-Winter 16 show. The Fitbit Alta collaboration will consist of a collection of premium bracelets and sports bands designed by Public School, in an attempt to prove that technology can also be stylish.
One of the first to show at NYFW this season, technology company Epson staged a Digital Couture presentation. 11 designers featured as part of the showcase, highlighting innovations in fashion through the use of digital printing technologies. This is the second time the brand has held such an event during fashion week.
Technology is also having a large scale knock-on effect on the industry, forcing designers to adapt to the times: established fashion names, including luxury fashion labels Burberry and Tom Ford, have announced that they will no longer presenting their collections six months in advance, according to the traditional fashion calendar. Instead, they will start showing in season collections that will immediately be available to consumers.