We had a good summer, my phone and I. We travelled to Milan, to be greeted by four large plasma screens hung somewhat ominously above the audience at the Dolce & Gabbana show displaying the word: ‘Selfie’. Moments later, models stormed the catwalk live-streaming themselves, via smartphones, and to Instagram, for the world to see.
The #DGSelfie took hold this summer
In New York, we weaved around the city together in a big black SUV kitted out with its own WiFi password – Gucci encouraging editors to post freely from the traffic jams post Cruise show.
In Rome, we toured the secret marvels of the city with Valentino for its A/W16 Haute Coutureshow via a specialised custom-made app that was sent directly to devices.
All of the above are things that, a few years back, would have been deemed ridiculous.
For now, it seems an experience is no longer enough. It’s not so much about what we see but the way in which we communicate it. We want front row access to everything – to interact, to sketch our own narrative. We were once simply consumers, but now we’re producers too, with access to the previously untouchable inner workings of the fashion world. What was once inaccessible is now masked in expectation. And that’s just the start of this brave new world of post-human luxury.
Haute tech: We explored ancient Rome this summer with Valentino via an app sent to the personal device of each show guest
It is certainly easy to scoff at the whole fictitious wonderland of self-publicity and gratification, but it’s impossible to ignore that the correlation between fashion and technology has surpassed even its own expectations, changing the way we view the world forever.
Soon, we will be charging our smartphone via flexible solar panels in the back pocket of our jeans. Intelligent sportswear will track users' performance and clothing could change in conjunction with our mood. Perhaps, we will one day print garments ourselves from downloaded coding – who knows? For that is all part of the fun.
No one can predict what the future holds for fashion but there is a certain pleasure in its sheer unpredictability. It is for these rewarding moments – the moments that have no tidy explanation or general pattern, that we continue to disrupt, develop and innovate.
Bella Hadid channels 'playfulness' in Samsung's seasonal lookbook, which marries its pieces with various emotions
And with disruption of the status quo, rather happily so, we welcome new names to circulate within the industry. Samsung’s recent tapping of Steven Klein, Bella Hadid and Xiao Wen Ju is testament to the fact that times are changing, resulting in a tech-meets-fashion lookbook style campaign with a cool, contemporary impact. Explore it now scrolling through the gallery above, and go behind-the-scenes with the #ForcesOfFashion trio below: