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Digital Fashion

Fashionistas everywhere watched with baited breath as top designers showcased their collections during the fashion week shows across the world. Once again, brands and designers experimented with technology, combining physical with digital to increase engagement, build trust and grow sales. We had a look at the fashion brands that are pushing the boundaries with their digital innovations at Fashion Week and beyond:

Henry Holland

Offering a glimpse into the future of fashion retail, Henry Holland chose London Fashion Week to showcase a technology first that allowed customers to purchase clothes straight from the catwalk. The concept was created in collaboration with Visa and involved a micro-chipped ring that enabled contactless payments to be made when it touched items from the new collection.

Burberry & Snapchat

Digital pioneer Burberry became the only luxury brand to reveal its collection ahead of its official slot at Fashion Week, instead choosing to preview it the night before on Snapchat. The content was available for 24 hours and was then followed by ‘Burberry Live Story’ that combined crowd-sourced Burberry show-related video and images into a single stream for Snapchat users.

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Topshop & Pinterest

Away from Fashion Week, Pinterest and Topshop have teamed up to create a personalised shopping experience called Pinterest Palette. The app works by analysing the colours that are in the images you’ve pinned and then recommends items that might be to your taste. The service will also extend to Topshop’s retail stores, where personal shoppers will act as colour advisors, using customers Pinterest Palettes as inspiration.

Hunter and Periscope

In the lead up to it’s Fashion Week show, Hunter Original used lived streaming app Periscope to give fans access to a series of live mobile gigs, as part of their #Beaheadliner campaign. Tying in nicely with the brands famous association with music festivals, the campaign also featured interviews with the musicians involved. Carrying on post fashion weeks, Hunter will continue to use Periscope as a platform to provide access to musicians on their way to music festivals around the world!

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Diesel & Tinder

Swipe right, swipe left, swipe Diesel?

Proving the popularity of the dating app, Tinder have launched its first ever fashion advertorial for Diesel’s fall/winter 2015 marketing campaign. Featuring models playfully portrayed as possible matches, “Decoded by Diesel” involves 15-second video ads made specially for the mobile matchmaking service

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Tommy Hilfiger and Twitter

Tommy Hilfiger gave fans the opportunity to take a peak backstage using Twitter Halo – a multi-camera device to capture 360-degree video with real-time sharing capability. As well as watching the backstage stream, viewers also had a sneak peak at a limited-edition bomber jacket that would be made available for purchase online immediately after the show before it hit the runway.

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Zac Posen and Google

Designer Zac Posen teamed up with Google’s Made with Code team to launch a little black dress “coded” by girls. Worn by supermodel Coco Rocha at NYFW and featuring LED lights that display different moving patterns, the dress was created to inspire young girls to try computer science.

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