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News and insights

Stay up to date with the latest news, insights and industry commentary from the team at the Fashion Innovation Agency.

25.08.2020
Categories
Augmented RealitySellShowVirtual Showroom

Vogue: Fashion is building a virtual future, starting with its showrooms

THE FIA TEAM CONNECTED JW ANDERSON AND HOLOME, A NEW COMPANY EXPERIMENTING WITH AUGMENTED REALITY, TO DIGITALLY SHOWCASE THEIR SPRING 2021 COLLECTION. THE COLLABORATION WAS FEATURED IN VOGUE AS SIGNALLING NEW POTENTIAL FOR FASHION’S VIRTUAL FUTURE.

READ THE FULL ARTICLE HERE: https://www.vogue.com/article/fashion-is-building-a-virtual-future-starting-with-its-showrooms

25.08.2020
Categories
Digital FashionFashion RetailInsightsMakeSellShow

Grazia: Is fashion becoming our new virtual reality?

MATTHEW DRINKWATER, HEAD OF FIA, IS FEATURED IN GRAZIA UK DISCUSSING THE POTENTIAL FOR DIGITAL CLOTHING AS A NEW BUSINESS OPPORTUNITY FOR THE FASHION.

“CREATING DIGITAL CLOTHING FOR GAMES IS ALLOWING BRANDS TO TARGET A YOUNGER CONSUMER THAT IS ENTIRELY COMFORTABLE SPENDING REAL MONEY ON VIRTUAL CONTENT. DIGITAL CLOTHING WITHIN GAMING IS CREATING AN ENTRY-LEVEL PURCHASE THAT WILL BUILD BRAND LOYALTY AND ALSO OFFERS THE TANTALISING PROPOSITION OF POTENTIAL EXCLUSIVITY, WHERE DIGITAL CLOTHING COULD BECOME AS, OR MORE, VALUABLE THAN PHYSICAL PIECES.” – MATTHEW DRINKWATER, HEAD OF FIA

READ THE FULL ARTICLE here: https://graziadaily.co.uk/fashion/news/virtual-fashion-games-apps/
06.08.2020
Categories
Digital FashionShowVirtual Fashion ShowVirtual RealityXR

Forbes: Finally, an immersive (XR) brand experience worth the hype

THE FABRIC OF REALITY, AN IMMERSIVE VIRTUAL FASHION SHOW IN COLLABORATION WITH RYOT STUDIOS AND FIA, IS FEATURED IN FORBES AND QUOTED A ‘LANDMARK EVENT’ FOR FASHION.

HIGH FASHION IS RUPTURING AT THE SEAMS THANKS TO THE SHOCKWAVES OF COVID-19, THE PRESSURES OF SUSTAINABILITY AND A NEW ERA OF VIRTUAL APPETITES AND INNOVATIONS ARE THROWING MUCH OF THE SECTOR’S TIRED-LOOKING HIERARCHIES AND PROCESSES INTO DISARRAY. JUST OVER A MONTH OUT FROM THE USUALLY-SANCTIFIED SEPTEMBER FASHION WEEKS AND MID-WAY THROUGH A MOSTLY SCRAPPY SUMMER OF DIGITAL SUBSTITUTE EVENTS, HOW TO HANDLE THE CATWALK SHOW (DO WE STILL NEED THEM? IF SO, IN WHAT FORMATS? AND WHO’S THE AUDIENCE/S NOW ANYWAY?) HAS UNDERSCORED MUCH OF THE WRANGLING. IT’S MADE LAST WEEK’S IMMERSIVE ‘FABRIC OF REALITY’ XR INITIATIVE – THREE INTERACTIVE ‘ROOMS’ WITHIN AN INDIVIDUALLY NAVIGABLE VIRTUAL MUSEUM, EXPERIENCED SIMULTANEOUSLY BY 150 PEOPLE IN VR AND 100K+ MORE VIA LIVE-STREAM – A POTENTIALLY LANDMARK EVENT. – KATIE BARON, SENIOR CONTRIBUTOR OF FORBES

“WHAT’S OFTEN BEEN MISSING FROM THESE TYPES OF FASHION EXPERIENCES IS THAT THEY ARE LARGELY VIDEO-BASED AND STILL FEEL VERY 2D, LACKING INTERACTION OR PRESENCE. HERE, YOU’RE TOTALLY IMMERSED, IT’S A VERY VISCERAL AND POWERFUL METHOD OF COMMUNICATING WITH AN AUDIENCE.”– MOIN ROBERTS-ISLAM, TECHNOLOGY DEVELOPMENT MANAGER OF FIA

READ THE FULL ARTICLE here: https://www.forbes.com/sites/katiebaron/2020/08/04/the-fabric-of-reality-finally-an-immersive-xr-brand-experience-worth-the-hype/#4fa6f81765f9

06.08.2020
Categories
Digital FashionShowVirtual Fashion ShowVirtual Reality

Vogue Business: What an inspiring Digital Fashion Week looks like

THE FABRIC OF REALITY IS FEATURED IN VOGUE BUSINESS AS AN INSPIRATIONAL FASHION SHOW THAT CAN EXTEND REALITY AND IDENTITY

“EXTENDED REALITY FASHION EXPERIENCES DON’T REPLACE THE ANCESTRAL CRAFT,” ACKNOWLEDGES DESIGNER DAMARA INGLÊS, WHO CREATED HER GARMENT USING AN HTC VIVE COSMOS VR HEADSET AND A GOOGLE TILTBRUSH. “INSTEAD, IT OPENS A WHOLE NEW DIMENSION OF FASHION POSSIBILITIES AND FUTURE DREAMING, ALLOWING US TO EXPAND THE WEARABLE VOCABULARY IN WAYS THAT BECOME INCLUSIVE OF OUR DIGITAL IDENTITIES”.

“WE WANTED TO GIVE PEOPLE A SENSE THAT IT IS INCREDIBLY DIFFERENT — IT CAN OFFER THESE SIMILAR FEELINGS THAT YOU WOULD HAVE FRONT ROW AT AN AMAZING SHOW. TO SHOW YOU CAN EXPERIENCE A SENSE OF ADRENALINE AND EXCITEMENT.” – MATTHEW DRINKWATER, HEAD OF FIA

READ THE FULL ARTICLE here: https://www.voguebusiness.com/technology/heres-what-an-inspiring-digital-fashion-week-looks-like

29.06.2020
Categories
Digital FashionMakeShowVirtual Fashion ShowVirtual RealityXR

Coming soon: The Fabric of Reality

RYOT STUDIOS AND THE FIA PRESENT THE FABRIC OF REALITY, AN IMMERSIVE VIRTUAL FASHION SHOW EXPERIENCE UNLIKE ANYTHING YOU’VE EVER SEEN BEFORE.

“IF WE MIX THE PHYSICAL WITH DIGITAL CONTENT, THERE’S AN OPPORTUNITY FOR JAW-DROPPING, AMAZING MOMENTS SHARED ACROSS MULTIPLE PLATFORMS. THERE ARE SO MANY OPPORTUNITIES FOR BRANDS TO EXPERIMENT AND COMMUNICATE DIFFERENTLY,”– MATTHEW DRINKWATER, HEAD OF FIA

“I FIRMLY BELIEVE WE’RE MOVING FROM A DIGITAL CONTENT WORLD TO A VIRTUAL EXPERIENCES WORLD. IMMERSIVE STORYTELLING IS A GREAT WAY OF ENGAGING THE AUDIENCE – THEY REMEMBER IT AS IF THEY EXPERIENCED IT, NOT AS IF THEY WATCHED IT.” – SAM FIELD, CREATIVE TECH & INNOVATION AT RYOT STUDIOS

The Fabric of Reality will be shown live on 29 July, 2020 at 6:30pm BST within The Museum of Other Realities

14.05.2020
Categories
Digital FashionFashion RetailInsightsPodcast

Sabinna Podcast: Connecting People

LISTEN TO MATTHEW DRINKWATER CHAT TO SABINNA FOR ‘CONNECTING PEOPLE’ PODCAST. THEY DISCUSS USING EMERGING TECHNOLOGY TO ALTER THE WAY THAT THE FASHION INDUSTRY IS MAKING, SHOWCASING, AND RETAILING, AND HOW MATTHEW AND HIS TEAM ARE BUILDING A PATHWAY FOR TRULY DIGITAL DESIGNER BUSINESSES.

 

LISTEN TO THE PODCAST HERE: HTTPS://PODCASTS.APPLE.COM/GB/PODCAST/E022-MATTHEW-DRINKWATER-EXPLORING-FUTURE-RETAIL-CUSTOMER/ID1475936405?I=1000474130197

15.04.2020
Categories
Digital Fashion ShowShowVirtual Fashion ShowVirtual Showroom

WWD: Fashion Hurtles, finally, towards digital shows

FIA COMMENTS ON THE FASHION INDUSTRY’S TURN TOWARD DIGITAL SPACES TO SHOWCASE COLLECTIONS

“PEOPLE ARE BEGINNING TO QUESTION THE REASON FOR A PHYSICAL SHOW AND THE VALUE OF A PHYSICAL SHOW WHEN THE TECHNOLOGY EXISTS TO REACH A MUCH BIGGER AUDIENCE THROUGH A DIGITAL SPACE,”– MATTHEW DRINKWATER, HEAD OF FIA

DOWNLOAD THE FULL ARTICLE here: Download

14.04.2020
Categories
Digital FashionDigital Fashion ShowSellShowVirtual Fashion ShowVirtual RealityVirtual Showroom

WWD: The view from event agencies

IN LIGHT OF THE CURRENT PANDEMIC, EVENT AGENCIES ARE LOOKING TO DIGITAL ALTERNATIVES. MATTHEW DRINKWATER EXPLAINS WHY FASHION AND LUXURY WILL NEED TO CREATE VIRTUAL ENVIRONMENTS TO CONTINUE COMMUNICATION WITH THEIR CONSUMERS.

“CURRENTLY, IT’S NOT AS IF BRANDS HAVE ANOTHER CHOICE. EVENTS HAVE TO STOP, SO IF THEY WANT TO CONTINUE COMMUNICATING THEY WILL HAVE TO LOOK AT DIGITAL ALTERNATIVES.” – MATTHEW DRINKWATER, HEAD OF FIA

READ THE FULL ARTICLE HERE: HTTPS://WWD.COM/BUSINESS-NEWS/MARKETING-PROMOTION/EVENT-AGENCIES-TOUT-DIGITAL-ENHANCEMENT-CORONAVIRUS-1203544515/

14.04.2020
Categories
Digital Fashion

Vogue Business: Forced cancellations jumpstart virtual fashion technology

FIA PROJECTS ARE FEATURED IN VOGUE BUSINESS ARTICLE AS THE FASHION INDUSTRY TURNS TO DIGITAL PLATFORMS AND EXPLORES CROSS REALITY (XR).

“IT’S NOT ABOUT USING XR TO TAKE US AWAY FROM PEOPLE; IT’S MORE ABOUT HOW THE DEVELOPMENT OF THESE PLATFORMS WILL CONNECT US IN WAYS WE COULD NEVER HAVE ANTICIPATED.”– MATTHEW DRINKWATER, HEAD OF FIA

READ THE FULL ARTICLE HERE: HTTPS://WWW-VOGUEBUSINESS-COM.CDN.AMPPROJECT.ORG/C/S/WWW.VOGUEBUSINESS.COM/TECHNOLOGY/FORCED-CANCELLATIONS-REMOTE-WORKING-JUMPSTART-VIRTUAL-VR-AR-FASHION-TECHNOLOGY?AMP 

14.04.2020
Categories
Artificial Intelligence

BOF: Fashion’s work-from-home gameplan

MOIN ROBERTS-ISLAM, TECHNOLOGY DEVELOPMENT MANAGER AT FASHION INNOVATION AGENCY, IS FEATURED IN BUSINESS OF FASHION ARTICLE CONSIDERING THE IMPACT OF THE CORONAVIRUS PANDEMIC ON THE USE OF TECHNOLOGY WITHIN THE FASHION INDUSTRY. 

 “THIS IS AN IMPORTANT ENOUGH SITUATION TO CREATE A BEHAVIOURAL CHANGE IN THE INDUSTRY.”– MOIN ISLAM-ROBERTS, FIA

READ THE FULL ARTICLE HERE: HTTPS://WWW.BUSINESSOFFASHION.COM/ARTICLES/PROFESSIONAL/FASHIONS-WORK-FROM-HOME-GAMEPLAN