What if technology also found its way into luxury? Previously reserved only for the field of sport, with running shoes each lighter than the next, it is now the turn of the high-end fashion sector to adopt “fashion tech”.
Far from ultra-water-resistant raincoats, the luxury sector is banking on innovation with bags made of 99% air and 1% glass, of exceptional resistance, or even outfits capable of changing colored depending on the lighting.
Innovation as an asset to attract a new audience
In 2022, Coperni created an event by unveiling a revolutionary dress during Paris Fashion Week Spring-Summer, made using a spray. This feat, instantly transforming a liquid into a solid fabric based on cotton and synthetic fibers combined with a polymer solution, propelled the world of “fashion tech” into a new era. Designed by Sébastien Meyer and Arnaud Vaillant, this dress increased the value of Coperni to more than $26.3 million in just 48 hours after its presentation, according to Media Impact Value (MIV), which evaluates the media impact in the sectors Fashion, Luxury and Beauty.
This bold fusion of science, technology and design has generated unprecedented enthusiasm. Since then, spectacular parades have multiplied, highlighting the most daring technological innovations. “Fashion tech”, already in vogue in 2017, is resurfacing this time in the luxury sector, but with a redesigned presentation to be even more captivating.
An artistic presentation that highlights the technological advances of fashion houses and which appeals to Generation Z and Millennials on social networks, who should represent 45% of the global luxury goods market by 2025 according to Bain & Company. This is what Anrealage understood, for example, which took advantage of Fashion Week Fall Winter 2023 in Paris to present clothes that change color under ultraviolet light.
“They are not alone in this area, other innovators like Iris van Herpen, have been using 3D printing for a long time,” explains Cécile Poignant, a trends specialist interviewed by 20 Minutes. According to the international consultant, behind these surprising parades there is sometimes a more ecological motivation.
More sustainable fashion
“Couture has always sought innovative solutions and the use of technology,” explains Cécile Poignant. The emphasis is currently placed on the research of new materials, in response to the climatic challenges we face. »
The specialist warns of a possible shortage of raw materials such as “rare metals, cotton or cashmere”, highlighting “the urgency of finding more environmentally friendly alternatives. “. Concerning these alternatives, she mentions start-ups or brands which have already opted for a green solution such as Mylo Or Pili with “vegetable leather based on mycelium” or “petrochemical-free dyes based on bacteria”.
However, not all fans of “fashion tech” follow this path. Some favor a purely aesthetic approach, like Clara Daguin, who integrates a lot of light into his creations. His pieces are closer to living art than ready-to-wear, thanks to the innovative use of technology. And it hits the mark, with the brand offering great visibility on the networks.
According to expert Cécile Poignant, this trend could expand the market to a wider audience, perhaps even to all of us, with more affordable ready-to-wear products in the future.