Tag Archives: wearables
It’s all about the tech this week with updates from Google, Apple, Westfield and Farfetch. Read on for my latest weekly DRG STYLE INDEX ranking, rounding up the brands buzzing on my radar…
1. WESTFIELD TO LAUNCH FUTURE FASHION EVENT
Westfield is always forward thinking when it comes to experiential retail. Coming soon is its London Future Fashion event, bringing the SS15 trends to life using virtual reality and ‘interactive fashion avatars’ (above). Future Fashion arrives at Westfield London from 27-29th March and Westfield Stratford from 2-4th April and for eight weeks around the event, Westfield will create unique immersive experiences in collaboration with fashion brands in-centre and online.
2. DEPARTMENT STORES GET FIRST DIBS ON APPLE WATCH
Looks like Apple is also banking on experiential retail to help position its Apple Watch as a fashion must have. The watch, which starts shipping on April 24th, is being previewed at Galeries Lafayette in Paris, Isetan in Tokyo and Selfridges in London where bespoke installations will be set up featuring special lighting and animations. Of course, with Angela Ahrendts heading up its retail operations, it’s unsurprising she’s bringing some of her luxury retail magic dust to the proceedings. The special previews will be taking place on April 10th so I’ll be heading down to Selfridges for a nose.
3. GOOGLE OPENS BRICKS AND MORTAR STORE IN LONDON
Everyone really does want a bite of Apple’s share of the tech market. Finally other tech brands like Samsung and Google are realising the value of hands-on, face-to-face service in a bricks and mortar store. Google’s first bricks and mortar store opened in Tottenham Court Road as a shop in shop in Currys PC World last week, promising us a ‘play, experiment and learn’ environment.
4. FARFTCH SENT ME A SELFIE STICK
Why the hell did Farfetch send me a selfie stick last week? Ah, to promote its clever new Unfollowers campaign. I feel a bit sorry for brands having to constantly reinvent the ‘be yourself, you’re an individual’ message, but Farfetch have done it well. The idea is to step away from selfie culture by taking a backwards selfie (hashtagged #unfollowers) and sharing why you see yourself as a leader, not a follower. Check the site for their profiles and videos of creative innovators and rule breakers doing their own style thing.
WORDS: Navaz Batliwalla/Disneyrollergirl
If there was any doubt that phones are now fashion accessories, last week rammed that thought home. With Apple‘s major unveiling during New York Fashion Week with key fashion press in the front row and Natalie Massenet representing (will she be selling the new Apple devices on Net-a-Porter?), the fashionisation of our everyday tech gear is indisputable.
OK the big fuss was all around the smart Watch but the general consensus among the fashion contingent is it ain’t all that (yet). Continue reading
Vanessa Friedman wrote about wearables in the FT yesterday, suggesting that tech companies need to get fashion people on board if they want their wearables to look halfway decent. I’d say Nike is ahead of the curve in this sense, it’s just released its Nike FuelBand SE in a very luxe-looking black version accented with rose gold.
While it’s previous Fuelbands were neon-hued and perfect for the American Apparel-clad youth market, this understated version is more suited to sophisticated millennials and their elders. That’s a lot of boxes ticked…
Guest report: Techno Sports-luxe – a triangulated trend where streetstyle and high fashion dovetail with a sports vibe
A NEW COLUMN: ‘ASK ALISON’ BY DRG CONTRIBUTOR, ALISON BISHOP
Sports-luxe is back into the fashionista psyche, judging by the recent round of SS14 catwalks, but this time around it’s infused with a tech-enhanced performance.
In London, Stella McCartney showcased her new performance-fabrics focused range for Adidas ‘to inspire women to get their sweat on’. From spinning to aerial yoga, the collection integrated sustainable textiles and lightweight breathable outerwear into a more dynamic offer. Continue reading
For Burberry Prorsum’s SS14 menswear show in its new London home we were treated to a collection called Writers and Painters. A gentle mashup of Alan Bennett boyish shapes and a Hockney colour palette (primary brights expertly layered by Burberry stylist Elliot Smedley), it was certainly commercial but thoroughly eye pleasing.
Styling is so important for a show like this in which the pieces don’t reinvent the wheel and you can’t inspect the quality up close. The outfits were accessorised with soft leather drawstring duffles and polka dot ‘Wave’ sunglasses. Continue reading