The Future Fashion Summit: Connecting Luxury Fashion with Digital Brands
The second Future Fashion Summit recently took place in Paris, organized by Holly Wood Labs. The event series aims to facilitate connections between luxury fashion houses and digital brands and platforms through engaging discussions and debates.
Reconciling Digital and Physical Craftsmanship
The summit consisted of two panels and a fireside chat with Sébastien Borget, co-founder of The Sandbox. The overarching theme of the day was finding a balance between digital and physical craftsmanship in the fashion industry. The discussions explored how these two domains can coexist and mutually enhance each other.
Democratizing Fashion and Enhancing Customer Experience
One panel discussed the role of technology in democratizing fashion and improving customer experience. It highlighted how technology can be used as a tool for customer relationship management and emphasized the shift from mobile devices to wearables.
The Case for Augmented Reality in Fashion
Dior Innovation Manager Shreya Tyagi presented a case for augmented reality (AR) in fashion. She referenced Dior’s Prefall 2023 show in Mumbai, which incorporated an AR experience that allowed customers to scan looks and purchase digital collectibles while their physical purchases were being crafted.
Tech as a Tool to Strengthen the Fashion Show Experience
Lucien Pages, founder of a public relations agency, expressed his belief that technology can enhance the physical fashion show experience. He emphasized how tech bridges the gap between those attending the show and those who cannot participate, creating an inclusive environment.
The Shift Towards Wearables
Geoffrey Perez, global head of luxury at Snap (maker of Snapchat), discussed the shift from mobile devices to wearables. He highlighted the priority of glasses for big companies like Meta and Google, particularly in the realms of virtual reality (VR), AR, and mixed reality.
Snap’s Focus on Augmented Reality
Snap is particularly focused on AR and believes it provides a more human way of accessing technology. The company has partnered with Dior on multiple occasions, creating AR experiences for Dior’s products, including their B33 connected sneakers.
The Challenges of Developing Technologies
Panelists acknowledged the challenges associated with developing technologies in the fashion industry. They recognized that achieving a computer-driven outfit selector, like Cher’s “Clueless” closet, is still an ongoing goal. Additionally, they emphasized the importance of maintaining excellence in digital fashion to match the quality of physical garments.
The Benefits of Brands in the Blockchain Gaming Universe
The fireside chat with Sébastien Borget explored the advantages of brands creating experiences within blockchain-based gaming. Borget highlighted the global reach and engagement of The Sandbox’s user base and emphasized the platform’s potential for conveying brand messages effectively.
Building Long-Term Relationships through Digital Assets
Borget explained that brands can use blockchain technology to build long-term relationships with fans. Through digital assets that players can purchase, brands can offer loyalty rewards and exclusive event access, creating ongoing connections and engagement.
A Mobile-Enabled Future for The Sandbox
The Sandbox plans to launch a mobile-enabled version of its platform next year. This move aims to make the platform accessible from anywhere and expand its reach among users.
A Fusion of Physical and Digital Elements
The summit incorporated physical elements alongside its digital discussions. Kosta Boda, a 300-year-old brand, provided creative direction with a showcase of colorful crystal tableware. Attendees also received NFC-chipped products from KIKI World, a Web3 beauty brand.
Hot Take: The Future of Fashion and Technology
The Future Fashion Summit showcased the ongoing integration of fashion and technology. From augmented reality experiences to blockchain-based gaming, the event highlighted the potential for technology to enhance the fashion industry’s creativity, customer experience, and brand engagement. As brands continue to explore the possibilities offered by digital platforms and tools, the future of fashion looks increasingly interconnected with technology.
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