Digital Fashion in Sync

Words Uyi Ilenbs

While it may be too early to predict the outcomes of COVID-19, the fashion industry have been exploring new avenues of progression and innovation. Creative Director and Digital Marketing Specialist Uyi Ilenbs lets us in on the secrets of why the fashion industry is ahead of the game and why they are able to manoeuvre through this global crisis with ease. Conversations of change may just be what the world is looking for.

The Digital Age

The digital conversation in fashion have existed for decades, we have followed the development of technology closely over the years. From consumers, to business owners and industry pioneers, we have all played our part in the induction of technology in fashion. Over the past few weeks, as the world remains in lockdown, the pressure for several brands to address a new reality and to reposition themselves has been burdensome. Whereas, for many influencers and major game players, they have managed to make the most of the airwaves with live discussions concerning the progression of fashion. The future of fashion is not certain but a question we can ask ourselves is; will things ever go back to normal? It is fair to say that there have been a few mixed feelings, yet action plans have been put into place in hope to find the new blueprint for the ‘now’ fashion.

A.I in Fashion

Artificial intelligence (AI) in fashion will significantly increase, as we move away from conventional operations. We have seen blockbuster movies depicting iRobots taking over the world and even the ushering of A.I into our clothing. The further we move towards A.I in fashion, the more we can understand the role it will play in the consumption, communication and the manufacturing of daily fashion.

The Future of Manufacturing

Many innovators have documented how the use of futuristic manufacturing technology can improve the existing fashion techniques. In a time like this, I would say that such ideas and prototypes may become our new norm. Brands are beginning to consider new ways of working and sustainable fashion has been at the forefront of global talks. The marriage between pioneering technology and manufacturing has brought us back to the digital printing conversation. 

Talks regarding consumer manufacturing, digitally printed textiles, and an alternative demand and supply chain, have been bubbling across the industry. This will be new territory for many fashion and luxury brands. Although, when we look across the African Diaspora,  we have seen an effective way of working for centuries. Perhaps, delving into how Africa's existing formula of ‘demand to supply’ might be a solution for smaller brands. Which then leaves me asking; can large fashion houses really consider operating like this on such a mass scale? How will this change the way we consume fashion? It’s difficult to put a definite stamp on what lays ahead for the industry but we can bank on more synchronisation between the digital and physical fashion.

Uyi Ilenbs - Creative Director & Digital Marketing Specialist