11 hours ago | By Rebecca Stevenson
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Mar 14, 2018
As the curtain closes on yet another Fashion Month, we look back on a season that brought plenty of technological updates, Instagram-ready show spaces and a healthy dose of viral sensations.
The key moments across the fashion capitals this AW 18/19 were, of course, all dutifully documented on social media and WGSN, along with data partner Launchmetrics, have a complete round-up, that subscribers can access in our Fashion Month AW/18: Seasonal Highlights report – but we’re giving you a sneak preview here, on WGSN Insider.
London saw the lines between physical and digital blurred at Steventai’s presentation. Together with LCF’s ILMxLAB and Innovation Agency (FIA), designer Steven Tai offered audiences a digitally simulated runway experience – the debut of LiveCGX technology. Models appeared wearing the collection alongside an AR avatar which swapped looks. The physical space was designed to resemble Macau, China, but it was the screen behind the human models that fully transported the audience.
In New York, Badgley Mishka encouraged attendees at its show to download an app to rate each look in real time. In total, 179 people used the app, enabling the designers to better understand the popularity of items before going to market. If adopted and scaled, this technology has the potential to make key inventory decisions and improve brand efficiency.
Kickstarting Fashion Month, New York set the precedent on Insta-ready show spaces. Budding New York label Area had guests sitting poolside amidst bitterly cold temperatures. Inviting its cult following to an indoor swimming facility, Area provided an interesting yet simplistic backdrop to showcase the decadence of the clothing.
In London, Ryan Lo took over the pink gallery in Sketch, the Mayfair restaurant that’s emerged as an Instagram favourite in recent years.
We can’t mention venues without considering Milan, and it was here that Gucci’s creative director Alessandro Michele expanded his eclectic vision, using a futuristic, clinical dentist’s surgery to showcase his latest collection, dubbed “Cyborg”, which included a baby dragon. The term “dragon” reached 211.6m people on social, according to Launchmetrics.
Food was a talking point in New York, first with Calvin Klein’s popcorn-filled invitations and runway experience and then when Cheetos appeared on the Chromat catwalk. According to Launchmetrics, there were over 3.8k articles or social posts mentioning the two foods.
Street style sensation Anna Della Russo decided to auction her clothing archive to charity. She staged a fashion show in Milan, enlisting Insta-famous talent to wear the pieces, which were auctioned for a total of €147k.
Lastly, Anna Wintour was the source of a number of memes. First up was when she sat next to rising rap sensation Cardi B at the Alexander Wang show, and then again in London, when she sat side-by-side with Her Majesty The Queen at Richard Quinn – clearly the most memorable front row for many seasons.
For the full round up, head to the Fashion Month AW/18: Seasonal Highlights report
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