5 Ways Top Designers Like Rebecca Minkoff Are Bringing Tech to the Runway
Last week, contemporary fashion brand, Rebecca Minkoff, has partnered with virtual fitting room app, Zeekit, just in time for New York Fashion Week. Whether onsite, online or using the Zeekit app, show-goers were able to virtually try on pieces from the collection, share them with friends and even buy them. As per Uri Minkoff, Co-Founder and CEO of Rebecca Minkoff, “At Rebecca Minkoff, the integration of technology and style is paramount.
“Our partnership with Zeekit developed very organically and was a prime example of the best kind of integration. To be able to virtually try on a garment and give our girl the chance to access the feel of our product with immediacy – technology like that is made for the Rebecca Minkoff girl – for the millennial consumer.”
While the juxtaposition of technology and fashion is nothing new, the approach has certainly blown up over the past several years, with seemingly every designer trying to “one up” each other. Below are just a few examples of the most noteworthy, tech-centric runway shows of recent times.
While Rebecca Minkoff makes it easy to “shop the look” with the Zeekit app, she’s not the first to leverage her consumer’s love of social apps to her advantage. Designer Misha Nonoo eschewed a live show in favor of an “Insta-show.” Followers could view the entire collection in mosaic format by way of a dedicated Instagram account. Image via Instagram
Ralph Lauren debuted his Polo for Women Spring/Summer ‘15 collection during New York Fashion Week via 4D holographic projection. The four-storey-tall, holographic models were broadcast strutting through the city streets, amongst a backdrop of New York landmarks on a towering wall of water, in the heart of Central Park. Image via Dezeen
What with the fashion’s love affair with tech, it makes sense that many a designer has opted to show wearable tech materials and accessories (Google Glass, anyone?) down the runway. For his Spring/Summer ’15 show, London-based designer Richard Nicoll integrated wearables into his show by way of a delicate slip dress. The “Tinkerbell-inspired” dress was made of fiber-optic fabric, which was then activated by high intensity LED lights. Image via Forbes
Perhaps the very first (and undeniably the most notable) instance of a designer leveraging technology to elevate both the runway experience and the clothes themselves is Alexander McQueen and his iconic Spring/Summer ’99 collection, Savage Beauty. Fashion-loving consumers across the globe can’t soon forget the incredible vision of model Sharlom Harlow, on a spinning platform and arms spread wide as if in abandon, as robots spray-painted an otherwise simple dress into a futuristic masterpiece. Image via Met Museum