Fashion, luxury and digital innovation: what comes next?

In these turbulent times for the industry, many see digital innovation as a potential saviour – that is why we teamed up with our partner LiveArea to gain more insights for the NetComm Community …

In these turbulent times for the industry, many see digital innovation as a potential saviour – that is why we teamed up with our partner LiveArea to gain more insights for the NetComm Community 
Will customers buy a 60.000$ Rolex by using the same device they buy dog’ food with?That’s the challenge for luxury marketers today.
Innovation in luxury is changing trends, and luxury itself has been (already) transformed by technologies. Augmented reality, data analysis and the implementation of a brand-new user experience in e-commerce: the pandemic has confirmed and accelerated the ongoing trends, some say as much as five years.
Nevertheless, scarcity is a key factor in luxury, and hardly pairs with the web, traditionally perceived as the land of abundance. How are brands supposed to cope with these challenges?
A reputation built over decades is no longer enough to guarantee future success” says Benoit Soucaret, Group Creative Director at LiveArea, an award-winning global customer experience and e-commerce agency.
The problem, Soucaret analyses, is “no one wants to be compared via two webpages online, price for price. Luxury remains an incredibly lucrative market. And, unsurprisingly, its brands remain reluctant to push quickly into e-commerce for fear of eroding the exclusivity of the experience. That has to change”.
Ways of doing so include a mixture of online and offline experiences which, borrowing a fortunate word coined by the Italian philosopher Luciano Floridi, we could call “onlife”.
Data are central in this process, aimed at knowing every single customer and personalizing his visit, be it in a shop or via the web. There are, obviously, legal implications that must be diligently evaluated, above all for business operating in different countries.
Luxury marketing in the 2020s requires the whole value chain to be re-shaped. From production to logistic to sales. And, last but not least, must engage Millenials and Generation Z. How? With their buzzwords: “Mobile, social media, inclusion, sustainability”.
Read the full interview to Benoit Soucaret and get your FREEE eBook

Digital Identity and Garment Journey

Gabriela Hearst has partnered with EON, which is a leading digital identity platform for fashion and apparel – connecting products throughout their lifecycle by unlocking visibility, traceability, and insight through a QR code. The goal is to provide customers with more transparency by sharing the supply chain and giving them access to learn about their garments journey.

One thing is for sure – [fashion] needs transparency. Even for myself, who is passionate about the subject, it was hard to gather this information.” – Gabriela

Fashion Innovation – Top 22 Technologies Creating The Future Of Fashion


10 November 2020

When it comes to fashion innovation, consumer adoption, and constant technological development are critical.

As both industries are future-driven and consumer-focused, adoption happens naturally.

But, when it comes to technology, not all developments are suitable for the fashion industry.

From digital influencers to AI and material innovation, are the top 21 fashion innovations of 2020, shaping the future of fashion.



Exploring the Organizational, Technological, and Socio-cultural Dimensions of Transformation 


SUSTAINABILITY: Science, Practice and Policy (SSPP) 

An Open Access Journal Edited by Taylor and Francis 



Global fashion, as part of the cultural and creative industries (CCI), represents a rich and advanced manifestation of contemporary culture and simultaneously embodies a complex and layered set of sociotechnical relationships. On one hand, fashion is a sophisticated expression of society widely perceived as a “cultural medium”, and pervading and informing social practices and dynamics. On the other hand, fashion is one of the oldest manufacturing sectors in Western countries, contributing to globalization processes, producing various deleterious effects through concurrent processes of cultural homogenization and impoverishment, as well as deeply affecting the quality of the environment to the point where today it is the second most polluting industry in the world. 

These two dimensions of fashion are currently colliding. The public has begun to demonstrate heightened awareness and new sensibilities have begun to change customers’ attitudes toward consumption choices, thus increasing the demand for transparency on the part of commercially visible brands. 

The COVID-19 pandemic has quickened ongoing transformation and overturned pre-existing commitments. The global fashion system—comprising both its facets of production and consumption along with its negative social and environmental consequences—is being critically questioned even by authoritative figures at the center of some of the most iconic and successful labels. 

Given these circumstances, this Special Issue strives to take advantage of this momentum and to link several disciplinary domains with the objective of exploring the organizational, technological, and sociocultural dimensions of transformation. 

The Special Issue welcome paper proposals addressing the following topics: 

1.   REDESIGNING THE FASHION SYSTEM, focusing on the organizational dimensions of fashion and its systemic transformation.  

2.   INNOVATING FASHION PRODUCTS AND PROCESSES, focusing on innovation and technological transformation of fashion products and processes.  

3.   RESHAPING FASHION CULTURES focusing on the sociocultural dimension of fashion and its transformation towards sustainability.  


  • January 15, 2020: Submission of extended abstracts (approximately 750 words)  
  • February 12, 2021: Notification of invited papers  
  • April 16, 2021: Submission of full paper drafts (approximately 8.000 words)  
  • May 21, 2021: Completion of first round of peer review  
  • June 30, 2021: Submission of revised drafts  
  • July 15, 2021: Completion of second round of peer review  
  • September 1, 2021: Submission of final drafts  

How to send the extended abstract proposal: 

Extended abstracts should be sent by January 15 2021 to both Paola Bertola ( and Chiara Colombi (  


Please indicate in the mail which of the 3 topics your proposal is addressing (see above) 


This Special Issue of Sustainability: Science, Practice, and Policy will be an open-source publication and authors of invited papers will be able to participate without the need to pay an author publication fee (APC). All contributions will be sponsored by the Fashion in Process Research Laboratory (FiP) at the Politecnico di Milano which is a neutral platform for knowledge exchange and dissemination. 

Full details on the call are in the attached file


  • By Shaherazad Umbreen
  • March 30, 2018


Futuristic portrait of a fashion model

Wearable technology has become pretty popular in the last few years. Some products, like FitBit fitness trackers and Apple Watches, have become very popular. Others, like Google Glass, didn’t enjoy such success. One of the things that many people are beginning to note is that wearable tech isn’t always the most fashionable, and often isn’t particularly feminine. Some brands are already starting to address this. For example, Fitbit, one of the leading fitness tracker brands, has the Luxe Collection, so you can turn your Fitbit Flex 2 into a pendant or bangle. As technology and fashion options progress, there will be more wearable tech out there that looks good and does the job it’s designed to do, from fitness trackers to headphones. Tech will also get smaller too, so it will be easy to put tech into almost anything.


3D printing is now cheaper than it has ever been, which makes it possible for almost anyone to own a 3D printer in their home. People use them to be creative and to save money on lots of things too. With a 3D printer, you can potentially find something you want to buy and simply print it out. Experts in tech and fashion are suggesting that in the future, not only will you be able to print things like jewellery and accessories, but you’ll also be able to make your own clothes too. 3D printing is allowing people to create new fabrics with properties like anti-wrinkling too.

Shoes by Shaherazad used 3D printing to create moulds for it’s fine 18 carat gold shoellery.

More :



Antonia Sardone – September 6, 2020 – Fashion InnovationSustainabilityTrends

Fashion and Substainability. (Photo Credit: Miss Owl)


If you’re like us, you probably spent some of your Covid lockdown time cleaning out your closets (and if you didn’t you should). How many of you have a clear fashion conscience? Was every purchase justified? Or, did you discover that some of the clothes and shoes in your closet you never wore, not even once? Or maybe you wore them only twice? Well, it’s time to take stock of your buying habits and your carbon footprint. To get a clear fashion conscience, next time you’re thinking of making purchase, ask yourself, “am I doing all I could to help”?


The fashion industry is one of the biggest culprits in causing pollution and damage ing our earth. By 2030, it is predicted that the industry’s water consumption will increase by 50 percent to 118 billion cubic meters (or 31.17 trillion gallons). Its carbon footprint will increase to 2,791 million tons and the amount of waste it creates will hit 148 million tons, according to The Fashion Law website (TFL).

Today more than ever, designers, brands and retailers are looking for ways to reduce their negative impact on the environment. Brands are embracing sustainable cotton initiatives to: reduce water, energy and chemical use; new dyeing technology to reduce water consumption by up to 50 percent; as well as numerous energy and chemical saving schemes throughout the supply chain. In the UK, the result of this work is percolating through to retailers, with a reduction in the carbon and water footprints per ton of clothing of 8 percent and 7 percent respectively since 2012, according to TFL.

Eco Conscious Meets Fashion Conscious. (Photo Credit: Carrygreen)

The movement towards eco fashion is growing quickly. Followers of the movement believe that the fashion industry has an obligation to place environmental, social, and ethical improvements in their practices at every level of the supply chain. One of the goals of sustainable fashion is to create a thriving ecosystem and enriched communities through its activity. Some examples of this include: prolonging the lifecycle of materials; increasing the value of timeless garments; reducing the amount of waste; and reducing the harm to the environment created as a result of producing clothing.

Why Sustainable in Fashion Matters. (Photo Credit: Sustainable Fashion Academy)

Textile designers around the world are looking for innovative techniques to produce fabrics in a sustainable matter. There are a few pioneering companies that are creating innovative textiles, such as biodegradable glitter and fabrics created from seaweed. Here are a few companies that are making a big difference.


The company Algiknit produces textile fibres extracted from kelp, a variety of seaweed. The extrusion process turns the biopolymer mixture into kelp-based thread that can be knitted or 3D printed to minimize waste. The final knitwear is biodegradable and can be dyed with natural pigments in a closed loop cycle.


BioGlitz produces the world’s first biodegradable glitter. Based on a unique biodegradable formula made from eucalyptus tree extract, the eco-glitter is fully biodegradable, compostable and allows for the sustainable consumption of glitter without the environmental damage associated with micro plastics.


Flocus produces natural yarns, fillings and fabrics made from kapok fibers. The kapok tree can be naturally grown without the use of pesticides and insecticide in arid soil not suitable for agricultural farming, offering a sustainable alternative to high water consumption natural fiber crops such as cotton.


Frumat uses apples to create a leather-like material. Apple pectin is an industrial waste product which can be used to create sustainable materials that are completely compostable, while still being durable enough to create luxurious accessories. The leathers can be dyed naturally and tanned without chemically intensive techniques.


DriTan is taking sustainable steps towards water-free leather manufacturing. The technology was developed by ECCO Leather and uses the moisture present in the hides as a key step in their tanning process. This innovative technology will change the leather industry and save 25 million liters of water a year. This technique also minimizes the discharge of waste water and the use of chemicals.


Mylo is a sustainable leather grown from mycelium, which has its root structure in mushrooms. In nature, mycelium grows underground in soil, forming networks of threads that help recycle organic matter on the forest floor, while providing nutrients to plants and trees. The threads interweave and self-assemble themselves into a 3D matrix that can spread for miles. Bolt Threads Mylo material looks like hand-crafted leather and shares leather’s warm touch and suppleness. Mylo can be produced in days, without the need for animal hides or the toxic chemicals used in the production of synthetic leathers.


Recycrom is turning waste into colors by building on its “Reduce, Reuse, and Recycle” mission. Recycrom is a patented, sustainable range of synthetic colored dyestuff powders made from 100% recycled textile cotton waste and textile scraps from used clothing and manufacturing waste. The dyes utilize eco-sustainable inputs without using chemical dyes and harming the environment. When dyed using Recycrom colors, the fabrics have a washed-out and natural look that complements today’s current fashion trends. Brands can collaborate with the inventors at Officina+39 to make Recycrom custom dyes using a manufacturers’ own scraps/textile waste.


While creating sustainable textiles is only one step to creating an eco-friendly brand, it’s refreshing to see so many fashion companies looking for ways to make a global impact on the environment. Stella McCartney has been ahead of the movement and has always produced her collections in an ethical manner. Today fashion brands have plenty of choices to reduce their carbon footprint.

Stella McCartney’s Spring 2020 Ad Campaign. (Photo Credit: Stella McCartney)

Corona Virus Outbreak Impact on The Fashion Industry

Across the world, corona virus is out breaking very quickly as it is not only impacting the lives and health of the people but also almost every industry is getting impacted by this in many ways The manufacturing, the supply, the market everything. In short whole supply chain of most of the industries getting affected. Coming to the fashion industry, the effect of this deadly virus is not a good sign for the upcoming days.We all know the virus was originated from china and nowadays it is creating its dis-effects in counties like Italy, Japan, Egypt, Iran, U.S, and the U.K. Clearly the business and supply chain will obviously get disturbed in many aspects.The coronavirus outbreak is impacting the fashion’s industry in many ways like.


Across the world, corona virus is out breaking very quickly as it is not only impacting the lives and health of the people but also almost every industry is getting impacted by this in many ways The manufacturing, the supply, the market everything. In short whole supply chain of most of the industries getting affected. Coming to the fashion industry, the effect of this deadly virus is not a good sign for the upcoming days.We all know the virus was originated from china and nowadays it is creating its dis-effects in counties like Italy, Japan, Egypt, Iran, U.S, and the U.K. Clearly the business and supply chain will obviously get disturbed in many aspects.The coronavirus outbreak is impacting the fashion’s industry in many ways like.

Discontinuity in the supply chain

Previously we discussed the virus is originated from China and most of the luxury brands have their textile manufacturing factories in china.Even estimation is that the china is covering up to one-third of the textile and clothing of across the globe. Just because of this virus the manufacturing of the raw material gets affected. In most of the manufacturing unit, the workers and the staff members are unable to work properly because the people are bound to avoid public places. The cities are under lockdown and health inspections are takin place on daily basis.This happened to result in plenty of workers and resources in manufacturing units.

This condition is the same in almost all industries related to fashion brands. The manufacturing units are unable to out their orders to the global market on time. This results in the delay in the supply of the fashion accessories to the inventory of top brands. And if the demand and completion get affected than the customers from across the globe will get detached from their trusted brands.

Delay in the summer collection

Disturbance in the supply chain directly impacts on the upcoming summer collections of almost every brand which will have to come in a few months. The top brands like Armani, Vogue, Dolce, Gabbana, etc will have to release their summer collection in a few months like every year. But because of this coronavirus outbreak is impacting the fashion’s Industry, the supply of the fashion products in market gets disturbed and the brands are bound to postpone the summer collections by one or more months. This thing is also affecting the holiday offers which truly will affect the overall sales and profitability of the particular brand.

Delay in summer collection directly hit the overall consumption and sales. The situation will be more problematic for the brands that have to supply directly to the retailers as they are in the contract with them to full fill their inventory by a particular date. So it will result in the delay of summer collection by almost one or more months by which is way too late for top fashion brands.

Super Model Naomi Campbel taking precautions against Corona Virus
Super Model Naomi Campbel taking precautions against Corona Virus

Cancellation/postpone of Fashion events

Fashion events play a very crucial role in the brandings of any top brand. The retailers and customers get aware and will be get updated for the upcoming collection of a particular brand. After the outbreak of corona virus, many fashion events get cancelled just because of the very low recently Green day announced that they will postpone their Asian tour just because of some health issues due to corona virus. Although some of the fashion designers doing their level best to deliver the fashion accessories on time to remain in continuity. In Paris, Fashion week models were seen wearing a mask to promote the outfits’ compatibility with the virus. Just like these events many other events will be cancelled or postponed. Cancellation of these events will directly impact on the public of the collection. Now most of the brands are bound to supply their products through online shops which are quite an effective approach to get in touch with their customers

Coronavirus crisis and the fashion Industry

Corona Virus Outbreak Impact on The Fashion IndustrySo the corona virus crisiss is affecting the overall supply chain of almost all industries. What happen next is, the manufacturing units are in loss and not able to generate much revenue because due to discontinuity in the supply to the vendor brands the overall profitability is impacted much harder. And the overall delay in the whole process affects the jobs or the employees who are involved in this industry. From the manufacturers end because of non-involvement of workers the companies are bound to rationalize the jobs. Also the supplier end and retailer all the departments are highly impacted. It seems that for the upcoming winter season the brands have to set up their manufacturing units in such areas where there is no thread of obviously it will be not easy for them but steps should be taken to get in the normal.

The Future Design Series: Fashion, Innovation and Technology

As the world consumes its way to an environmental apocalypse, it has become obvious that humankind will have to reassess the way it uses its resources. One way we have come to cope with this challenge is through innovations and sustainable design.

The intention of sustainable design is to “eliminate negative environmental impact completely through skillful, sensitive design”.

Manifestations of sustainable design require renewable resources, impact the environment minimally, and connect people with the natural environment.

Over the coming months we will be examining some of these design developments aimed at building a sustainable future. Some of these are already in the market; others are still no more than ideas and prototypes. Whatever stage they are in, what they offer is hope. 

Future Design: Fashion Edition

According to the United Nations, the fashion industry is responsible for 10% of global greenhouse emissions. That is twice more than the aviation industry. Every second, the equivalent of one garbage truck of textiles is landfilled or burned. Even without the aid of these statistics, it’s easy for us to see just how unsustainable fashion currently is.  

Fashion’s unsustainability runs from end-to-end. For instance, It takes roughly 20,000 litres of water to produce just one kilogram of cotton, equivalent to one t-shirt and a pair of jeans. So that by the time the end-consumer buys it, enormous amounts of water and power have already been used and wasted, and in the case of synthetic fabrics, microplastics are released into the ocean. 

A viable solution here is design. Fueled by a vision of a sustainable future and advancements in technology, fashion houses and startups have taken up the challenge of designing a more sustainable future for the fashion industry. In my estimation, this involves the fundamental overhauling of fashion and its supply chain. It also means redefining our traditional values as they relate to clothes because what we believe our clothes should be made of and who we imagine ought to make them all depends on our perception.

In this first edition of #FUTUREDESIGN, we look at the design breakthroughs that hold the key to fashion’s sustainable future.




Some of our favourite fashion innovations from recent months, focusing on marketing, emerging technologies and design

We’re in the midst of the fall Fashion Week season. Besides showcasing the latest fashion trends and designs, these events also feature some of the industry’s most exciting innovations, such as Superpersonal’s virtual fitting app, which was showcased during London Fashion Week in February. 

We thought this would be a good time to resurface some of our favourite fashion innovations from the last several months. Having recently shared 10 of our top innovations in sustainable clothing, the following innovations focus on the industry in a broader sense — including breakthroughs in marketing, emerging technologies and design.