Beyond The Limits 29.07.2024

?? Welcome to our newsletter for the week. We have gathered some of the most interesting news and updates from the world of circularity, technology, fashion, and luxury.

?? Tech Fashion

In a remarkable technological advancement, the Swiss brand La On has introduced LightSpray, a groundbreaking method poised to revolutionize the sports footwear industry. This innovative technology utilizes a robotic arm to spray the shoe's upper directly onto the last, eliminating the need for stitching or complex assembly. The entire process takes a mere three minutes. La On's new sneaker, the Cloudboom Strike LS, epitomizes this cutting-edge technology. With an upper weighing only 30 grams and the entire shoe weighing just 170 grams, these sneakers are designed to be incredibly light, enhancing performance and comfort for athletes. The Cloudboom Strike LS represents a significant leap forward in sports footwear, offering a lighter, more efficient alternative to traditional running shoes. The brand's athletes have already seen success with this new technology, which forms the foundation of the $330 Cloudboom Strike LS. As anticipation builds, the sneakers are expected to draw significant attention at a Parisian pop-up event during the Olympics. This innovation signals a shift towards a more sustainable and high-performance future in athletic wear, promising to impact the industry profoundly. LightSpray technology is not just a novel concept, it is a declaration of intent towards a lighter, more sustainable future in sports footwear. This evolution reflects La On's commitment to pushing the boundaries of design and functionality, offering athletes unparalleled performance and comfort.

?? AI

Since its mainstream adoption in 2023, AI has significantly impacted the fashion and luxury sectors. Initially used for predictive analysis and image segmentation, generative AI has recently been adopted for creative and operational purposes. A recent study by MAD Consultancy , titled "AI for Luxury: A Disruption at the Service of Performance," highlights AI's revolutionary role in enhancing creative experimentation, productivity, and personalization. The study reveals that AI will transform creative processes without replacing traditional roles. Bernard Arnault, head of 酩悦·轩尼诗-路易·威登集团 , emphasizes that AI reinforces rather than replaces creation. AI's potential lies in automating tasks like 3D rendering, pattern-making, and moodboard design. Operationally, AI has already been adopted for predictive demand management (50% of houses), distribution optimization (38%), and social media trend analysis (29%). These tools streamline logistics and improve stock planning, refining product distribution and customer typologies. Generative AI enhances online shopping experiences, exemplified by 开云 's Madeline initiative, which offers a digital personal shopper. AI also frees up customer service advisors to focus more on personalized interactions and product recommendations. AI's role extends to automating HR tasks, product development, and training content, boosting overall efficiency. A Harvard Business School and MIT study indicates that AI could increase productivity by 14 to 40%. However, the successful implementation of AI hinges on the proper exploitation and security of data. MAD stresses the importance of structuring and standardizing data, calling for ambitious transformation projects and secure IT infrastructures. Developing in-house AI tools, as 酩悦·轩尼诗-路易·威登集团 has done, ensures control over data and reduces the risk of leaks. To harness AI's full potential, companies must integrate AI into their strategies and allocate necessary resources. This involves creating dedicated AI teams and fostering a holistic, integrated vision within the organization. As roles evolve, targeted training programs will be essential to equip employees with the necessary technical skills. AI is poised to become a permanent fixture in the luxury fashion industry, driving efficiency and allowing brands to focus on strategic excellence.

?? Luxury Fashion

The luxury fashion industry faces significant challenges when founding designers depart, particularly for newer brands. TOM FORD is experiencing this transitional phase following PETER HAWKINGS ' brief tenure as creative director, joining brands like HELMUT LANG , Mason Martin-margiela , and JIL SANDER in grappling with maintaining creative momentum after their founders' exits. Established houses such as 香奈儿 , BALENCIAGA , and GIVENCHY have historically managed these transitions more smoothly, thanks to their long-standing legacies. These older brands have had the time to develop a robust brand DNA that transcends individual creative visions, ensuring stability during leadership changes. 香奈儿 , for instance, is expected to handle its transition smoothly after parting ways with Virginie Viard. In contrast, younger brands like TOM FORD face more precarious situations. The fresh legacy of their founders makes balancing heritage and future direction challenging. Consumer expectations, often closely tied to the founder's work, add another layer of complexity. New corporate ownership can further destabilize the transition process, leading to conflicts between creative and commercial imperatives. The fashion industry's evolving landscape, characterized by intense media scrutiny and rapid fashion cycles, adds pressure on brands to innovate continuously. Established brands' diverse product portfolios offer financial stability during creative transitions, while younger brands, heavily reliant on their founders' aesthetics, face greater financial risks. As TOM FORD navigates this terrain, the broader industry watches to see if newer houses can transition from founder-led creativity to enduring brands. Success hinges on distilling the essence of their founding visions into adaptable core values, ensuring resilience amid changing leadership.

?? Sustainable Fashion

Arda Biomaterials and BEEN London have partnered to create a unique snakeskin-type handbag using locally sourced materials from London's Bermondsey Beer Mile. This innovative handbag, based on Been’s bestselling Millais bag, is the first product to feature Arda’s cutting-edge leather-like material, New Grain. New Grain, a byproduct of the beer brewing and whisky distilling industries, is described as an "extraordinary next-generation material." By utilizing plant proteins from these abundant sources, Arda can replace plastics and mimic the structure of collagen, the protein found in leather. This process, which bypasses animal-derived materials, offers significant resource efficiency and unique qualities unattainable by traditional animal skins. The material is highly customizable, allowing for variations in patterns, thickness, colors, elasticity, and flexibility. Its production process generates 97% fewer CO2 emissions compared to traditional leather and avoids harmful tanning processes, thereby contributing to a cleaner environment and eliminating microplastics. This handbag marks the beginning of an upcoming collection of accessories, including additional bag styles, wallets, and laptop cases, set to launch later this year. Brett Cotten , CEO of Arda, emphasized the significance of this partnership with Been London as a milestone for sustainable fashion, showcasing their ability to innovate and commercialize high-quality, animal-free, and plastic-free materials.

?? Cultural Project

Gucci is set to launch the “Gucci Cultural Month” initiative in Seoul on October 15, celebrating the contributions of four prominent Korean artists. This initiative aims to honor Korean cultural heritage and elevate local arts on a global scale. The featured artists include conceptual artist Kimsooja, filmmaker Chan Wook Park, contemporary dancer Eun Me Ahn, and pianist Seong Jin Cho. Their work will be showcased through photography, videos, exhibitions, special performances, and cultural lectures. Kimsooja, known for her diverse artistic practice encompassing painting, sewing, installation, and more, has been featured in major international exhibitions and has received numerous accolades, including the French Legion of Arts and Letters. Chan Wook Park, a celebrated filmmaker, gained international fame with his "Vengeance Trilogy" and has won multiple awards, including the Grand Prix at Cannes. Eun Me Ahn, an avant-garde choreographer, has created over 100 works and has received recognition from the Manhattan Arts Foundation and the New York Cultural Foundation. Seong Jin Cho, a renowned pianist, won First Prize at the Chopin International Competition and has performed with prestigious orchestras worldwide. The Gucci Cultural Month builds on the brand’s presence in South Korea, following events like the cruise 2024 fashion show at Gyeongbokgung Palace and the opening of Gucci Osteria in Seoul. Gucci continues to engage with the local audience through collaborations with pop artists and brand ambassadors, including Park Gyu Young, Lee Jung-jae, Jay Park, and Hanni from NewJeans.

?? Stay tuned for more updates and, as always, feel free to share your thoughts with us!

#FashionTech #Luxury #VirtualReality #DigitalFashion #Fashion #Circularity #SustainableFashion? #ArtificialIntelligence #DigitalInnovation #OpenInnovation #FashionCollaboration #Tech #FashionInnovation?