Lecture Notes: Technologies with Annabeth Robinson/Recent Technologies in the Fashion & Beauty Industries

This is working towards objective 1.

Below shows notes taken from todays lecture with Annabeth regarding new technologies and how she uses them within her practice to produce, exhibit and curate pieces of Animation, Film and Video.

This lecture made me realise that even though recently I have been researching different technologies within the Beauty and Fashion Industries, that many of the topics discussed could be relayed back to my research question, allowing me to think further about how technology can help with research, whilst also allowing for platforms to experiment with ideas, processes and techniques. It also made me think about how through my current projects I am engaging with social media to showcase my work, reaching a specifically targeted and tailored global audience, and how this instant access to other cultures for example, is quite a recent development.

I also realised that many of the technologies Annabeth discussed have already been used in someway in both the Fashion and Beauty Industries, therefore allowing me to create a more developed mind-map for this specific topic. I have also shown examples in context below. The main technologies which came to mind were the rise of apps, and social media use allowing for a constant stream of ‘virtual gallery experiences’ as Annabeth also noted today, combined with the idea of Live-Stream Video, Integrated Video (within apps and websites for example), UI and UX design, Augmented Reality, VR, Film and Video, CGI and Face Recognition. In regards to my practice and research question, it is important for me to understand the uses and benefits of these technologies as well as the negative impacts they may have over time. Each of these noted technologies may have benefits to the brand using them and may encourage todays current climate of consumer culture, however, in which ways do these effect the self-perception of the audience? For example, the use of CGI to create Avatars, or Apps to digitally edit our photos. Overtime as technologies become even more embedded in our lives how will this affect us? How will this contribute to societal changes? I also noted from discussions from the class today, that some people still do not part take in new technologies, and don’t have mobile phones, therefore how do these technologies exclude some members of society through presuming that everyone is up to speed and aware of such advances?

Thinking about technologies also allow me to understand how important it is to access the right platforms to reach a cross-cultural audience.

Furthermore, this lecture opened my eyes to the amount of events and lectures which take place regarding technologies in the digital age, which may be of benefit to me to really understand the current societal needs to be so dependant upon technology, which in turn may help with my research and understanding of my research question. This have been noted on the second page of my scanned in notes that are shown below.

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Industry Examples

  • Misha Nonoo premiered her Spring collection on Instagram, told Vogue Runway Director Nicole Phelps earlier this week: “That’s the beauty of digital; somebody has a front row seat while sitting in their armchair.”
  • YouVisit is a platform that creates interactive virtual tours of occasionally hard to access places (namely of restaurants and universities, though it has also showcased festivals and sporting events). YouVisit aligned with Mercedes-Benz Fashion Week Russia with this mission in mind: The result, Mirror to the Soul, is a five-minute whirlwind that gives the viewer a full picture of the event, from backstage to the front row to the street style scrum and an Uber in between. “Mercedes-Benz Fashion Week Russia has always been tech-savvy,” said its founder and president.”
  • “YouVisit worked on a VR “lookbook” for some Moscow-based designers to allow a viewer to survey runway looks from all angles, immediately access more information, and, ideally, eventually have the possibility to place an order. “It could be much more fun than browsing websites, and more useful for marketing,” he added.”
  • “Topshop held a three-day flagship VR experience back in February 2014” – different interpretation of LFW at the same time as the show happening live – allowing for the general public to access an exclusive event in a unique, engaging and interactive way.

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Image Source

  • Dior presented a headset backstage at its February 2015 show; this past August, Rebecca Minkoff sent out a VR mailer to watch the label’s Fall 2015 runway; and the VR production company Jaunt distributed a cliff-jumping video it made for outerwear-minded retailer The North Face in April.”
  • “The retail climate is increasingly dire, and customer engagement is at an all-time low. The trade papers are full of the news of one of fashion’s premier PR firms picking up a geo-social app primarily used for “cruising,” with the hopes of marketing fashion and beauty brands to its audience. The concept of submerging your desired demographic into your branding does have a certain ring to it. “We can offer that kind of immersion and intimate access that’s delivering that next-level potential to the industry,” said YouVisit CEO Abi Mandelbaum. “We’re excited to bring that to life.” Whether runway shows cease to be relevant—or which brand will be the first to jump—remains to be seen, but there’s one thing for certain: The arms race is on.”
  • “In the me-me-me millennial world, virtual reality has the possibility to be all about you.”
  • Jae Suk Kim, an illustrator who has worked with Bulgari, Cartier, and Louis Vuitton, who you watch snap runway looks on his iPhone until his illustrations come alive as animated GIFs on the runway.”
  • VR — an experience beyond that which you might have gotten in person … One thing that I’ve noticed is that fashion is about a lot more than just the designs,” said Mandelbaum, “it’s about what’s happening in the world, and it’s about the models, the designers, their inspirations, the stories behind them, and that’s what VR allows them to do, to tell all of that in an interesting way. That’s the power of VR; it goes way beyond just what’s happening in the room.
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I found the Shisido mirror interesting due to being the first of it’s kind, whilst being Japanese highlighting the international and cross-cultural context of my research question.
Sources:
http://www.dailymail.co.uk/femail/article-2055719/Virtual-changing-rooms-hit-high-street-Debenhams-trial-new-technology.html, Last Accessed: 14th October 2016
http://thebwd.com/topshop-virtual-reality-london-fashion-week-window-display/, Last Accessed: 14th October 2016