Last night, the British Fashion Council hosted the third edition of the Decoded Fashion Futures Award, at Savoy Place in London. Each year the awards honour brands and organisations in the fashion and retail industry who are evolving and implementing pioneering tech-based ideas, systems and solutions. Six award categories recognised innovators and disruptors who are pushing boundaries in different ways, with the event judged by a panel of industry leaders including industry head of fashion at Google, Maria McClay; chief marketing officer at Topshop, Sheena Sauvaire; managing director at Net-a-porter, Matthew Woolsey, and head of brand development at Instagram, Amy Cole, to name a few.
Emerging Austrian brand Sabinna Studios (in partnership with Pictofit, FIA and Fashion Scout) out-rivaled Vogue’s ‘Chatbot’ and Burberry’s ‘Makers House’ to snap up the Beyond the Runway award, acknowledging the label’s initiatives for thinking outside the confines of the traditional catwalk format. The winning collaboration saw an adoption of virtual and augmented reality technology for the designer’s 004 season collection, which offered audiences the freedom to interactively immerse themselves in the collection. Audiences were invited to try on garments within a 360 degree spherical capsule, rigged with 64 high-resolution DSLR cameras and calibrated light sources. This captured the garments from all angles, allowing audiences to virtually experience the collection on themselves from new perspectives, as well as the opportunity to mix and match different pieces. The collaboration demonstrated the endless possibilities for augmented reality to enrich shopping experiences.
Amongst other winners were Farfetch, who scooped the highest honour of the night - The Visionary award - for their continued pursuit of “spearheading innovation and disrupting the norm”, and Gap, who won the Master of Mobile category for their shoppable augmented reality DressingRoom app, allowing shoppers to try on clothes remotely and even adjusting accordingly to consumer’s sizes.
For the Game Changer award, which is aimed at meriting startups set to disrupt fashion this year, the winning organisation was MishiPay Ltd with their ‘Mishipay' programme, which allows customers to scan the bar codes of shop items with their phones and process the purchase entirely independently via handset.
The best brand and tech collaboration category entitled Digital Coalition, was given to Tommy Hilfiger’s Tommyland Snap:Shop project in partnership with Slyce, which offers viewers the opportunity to take photos of the label’s runway shows and receive e-commerce links instantaneously for all the items showcased. The final Bytes & Bricks award for best integration of digital and technology into the in-store experience went to Yun Eyewear, a cutting-edge Korean eyewear shop in Berlin.