DEC 11, 2020 In today’s Fashion Briefing, fashion brands take advantage of emerging digital technologies by innovating around QR codes, embracing TikTok and fine-tuning their AI-driven personalization. With their new fashion brand, Barneys veteran Marina Larroudé and her financier husband, Ricardo Larroudé, have solidified their ideas of the industry’s next normal. In short, it’s fashion-tech — and that’s fashion with a capital “f.” On December 1, the founders revealed Larroudé through a direct-to-consumer website featuring its first 34 products — 26 of which are shoes, including 20 with heels. Each style is equipped with a QR code that cues up a patented technology. It enables elements of referral, affiliate and influencer marketing programs, as well as the “Shazam of fashion” concept that’s been attempted by Kim Kardashian to Amazon. (Take a picture of a style, and they’ll find an exact or similar style on an e-commerce site using AI.)