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How tech is shaping luxury fashion and beauty


How tech is shaping luxury fashion and beauty brands
The pandemic has led luxury fashion and beauty brands to finally seize on the opportunities of creative technology. We look at how the accessibility of tech aligns with the exclusivity of luxury, and what it all means for the return of physical stores
12/04/2021
7:30 am
In the not too distant past, the role of technology in the luxury fashion and beauty space, as far as brand experiences go, would have been fairly limited. Yet as a result of the pandemic, the playing field has changed considerably. “We’ve seen London Fashion Week go digital, we’ve seen Burberry on Twitch, we’ve seen Gucci do their spring/summer last year all online and so on, all through quite immersive brand experiences,” says Michael Scantlebury, founder and creative director of creative agency Impero. ....

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August Getty Unveils Tinitus, a Virtual Couture Installation


By Andrew Asch |
Thursday, March 11, 2021
Many runway shows went virtual during the COVID-19 pandemic, August Getty, a designer who started his career in Los Angeles, has taken digital fashion events a step further.
Earlier this month, August Getty Atelier unveiled digital installation Tinitus on March 4 during Paris Fashion Week.
Getty designed looks that were placed in environments produced by the Institute of Digital Fashion, a London-based group that digitizes content for brands, designers and other groups.
The Institute of Digital Fashion used CGI software to render Getty’s bespoke designs in intricate fantasy environments inspired by the legends of King Arthur and other myths, according to a Getty statement. The installation can currently be viewed at the designer’s website www.augustgetty.com. ....

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