The Power Is Still In Collaborations, And Here Is Why

We revisit 7 of our favourite collaborations that show why the merger of fashion with technology is the way forward.

This season, Intel has been kind of quiet. We have not heard much of anything. With fashion tech collaborations a little on the thin side, we have decided to revisit some of the best fashion tech collabs so far, to reaffirm what we already know, anything is possible when fashion and technology work together.

SABINNA x Pictofit x Fashion Scout

SABINNA took interactive augmented reality to another level. Last season, the knitwear and ready-to-wear label, founded by Sabinna Rachimova and her business partner David Reischer, invited attendees to interact with her garments in the virtual world.

Fashion Tech
Sabinna Rachimova

Collaborating with Pictofit and Fashion Scout, the collection explored first love and the romantic experience you feel as a teenager. The Central Saint Martins graduate used Pictofit Augmented Reality technology through the Microsoft HoloLens, which made it possible for buyers to experience her collection through augmented reality.

Olya Petrova Jackson x Tereza Barabash

Designer, Olya Petrova Jackson, made waves at NYFW with what was described by NY Magazine as “The Designer Making Wearable Tech That Feels Chic, Not Gimmicky”. She showcased a collection inspired by her determination to find a way to make the often-cold technology feel more tactile and intimate. She came up with “screenwear.”

Fashion Week

Working on her own technology-oriented designs, Petrova Jackson’s started Ab [Screenwear], a fashion label and lab aiming to re-contextualize our relationship to the digital screen. As a part of her winter release for 2017 A2/17 2017, Olya collaborated with a multimedia artist and weaver based in Lviv, Ukraine, Tereza Barabash, for a capsule collection of screen woven fabrics Our favorite piece is a jacket made of shiny Dichroic polyurethane that reflects a whole spectrum of colors. The jacket also has pockets so thin that you can tap away on your phone or tablet through them.


H&M worked together with LCF students, on project that was all about sustainability within the fashion industry. The collaboration explored the concept of circularity, the objective was to work with students studying BA (Hons) Fashion Design & Technology Womenswear and BA (Hons) Fashion Jewellery. Thirty-three students were challenged to design a capsule Womenswear collection using garments and materials provided through H&M’s in-store garment collecting scheme.

The collection on display at H&M Oxford Street branch

8 winning collections were selected to be on display in select H&M stores in London. The judging was done by Director of the Centre for Sustainable Fashion at LCF Dilys Williams, designer & campaigner Orsola de Castro, Course Leader, London College of Fashion Shee Fun Chan and H&M UK & IE Sustainability Manager Catarina Midby.

Iris van Herpen x Gwendoline Christie

Iris van Herpen’s Spring|Summer 2015 RTW gave us Xena Princess meets amazing. stylist. Iris’ choice of colours played the submissive role to the dominant design features that seemed to awaken a quiet strength in the collection.

Fashion Week

Although everyone came to see Miss van Herpen’s latest collection, it was also her inclusion of Gwendoline Christie that set the fashion tribe’s tongues wagging. The actress, who is known for her role as Brienne of Tarth in Games of Throne has not been shy about sharing that she is a fan of Iris van Herpen‘s work. The fan and the designer met in Amsterdam in April 2015. It was after this meeting that they decided to work on an idea together. Barely 6 months later their planning panned out when yesterday they became the most talked about show at Paris Fashion Week.

MyTheresa x Burberry

MyTheresa x Burberry Shoppable Interactive Runway collaboration bridged the gap between luxury retail and technology. Powered by Smartzer video technology, it added an interactive functionality, which enabled viewers to shop the look straight from the runway. It worked by a hovering effect appearing on each look that is available to shop. Once clicked, a pop-up will appear displaying each product within the look, with the option to purchase. Clicking on ‘Shop Now’ takes the customer to the relevant product page on where they can continue their transaction.

Burberry’s SS17 available on MyTheresa

Championing digital innovations, Smartzer has applied their video tech to Burberry’s latest runway show. The interactive experience was found and explored on the MyTheresa website.

Wisewear x Iris Apfel

I must admit, I did not see this coming. Iris Apfel, the Apple of fashion’s eye designing for Wisewear? Well, well, well, that was quite a coup for the wearable tech brand.

Fashion Tech
Iris Apfel with Gerry Wilmink

Anyone familiar with the 94-year-old would know that this is a woman who lives and breaths accessories. Celebrated for her sometimes wacky out-there costume jewellery, the fashion power house’s style is quite endearing, and as someone who has a respectable amount of influence in the fashion industry, partnering up with Gerry Wilmink was definitely something to get excited about.

Martine Jarlgaard x Fashion Innovation Agency x DoubleMe

Designer Martine Jarlgaard presented her collection on-schedule at London Fashion Week. Partnering up with Fashion Innovation Agency and DoubleMe, she challenged the concept of the traditional fashion show.

Fashion Week
Martine Jarlgaard London SS17

Debuting her digital presentation at the rather stylish W London Hotel located in the buzzy West End, Jarlgaard’s SS17 collection was presented using Augmented Reality (AR). Showcasing the first ever mixed reality fashion show, Martine Jarlgaard shared, “Technology, from mixed reality to 3D printing, will redefine fashion and has the potential to become the most significant engine of change in the quest for a more intelligent, sustainable and ethical approach”. She continues, “Virtual presentations will become instantly viewable worldwide. 360-degree navigational controls will enhance the experience and democratize the fashion show”.

So for those who doubt the staying power of these collaborations, realise that this is just the tip of the iceberg because I for one believe that this is just the tip of the iceberg.

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