Data as much as design now drives the fashion industry. E-commerce – though still less significant in pure sales terms than bricks-and-mortar stores – generates an astonishing amount of information about what we buy, where we buy it, or what we looked at before we bought it (even the 75 per cent of possible sales left abandoned in digital shopping carts is a useful indicator of intent).
The industry has decided that these huge streams of data can be crunched and sifted so that consumers can be more precisely targeted, teased and tempted. Data analytics is the new engine of desire, and artificial intelligence (AI) and machine learning promise pattern-hunting and prediction making of a far higher order. AI is also, of course, threatening to automate away all manner of professions. The creative industries, fashion included, are not immune to the threat. McKinsey’s ‘The State of Fashion’ 2018 report suggested that 20 to 30 per cent of jobs currently done by fashion designers could eventually be automated.
Pulling in and analysing sales and search data, as well as smartly scanning social media with new image recognition software, AI can create a kind of super-charged mood board, pumping out algorithm-informed choices for colour, cuts, fabrics, patterns and so on. It marks a fundamental shift in the relationship between the brand design team and the consumer. ‘The power of social media means trends are now more often established by consumers, as opposed to retailers and editors,’ says McKinsey’s 2019 fashion report. ‘In an era of fast-changing preferences, being able to respond to shifting demand, and tailor production accordingly, makes sense.
Fashion is seeing the start of a seismic shift where products are “pulled” into the market based on actual demand, rather than “pushed” based on best guesses and forecasts.’
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Denne historien er fra March 2020-utgaven av Wallpaper.
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Blonde Ambition - A new iteration of Gucci's beloved 'Blondie' bag fuses effortless Seventies insouciance with crisp modernity
Recently reimagined by creative director Sabato De Sarno as part of his Cruise 2025 collection, Gucci’s ‘Blondie’ bag, first launched in 1971, centres around a rounded version of the brand’s historic interlocking-G symbol. Now one of fashion’s most recognisable motifs, it remains on De Sarno’s interpretation, which is designed to recall the original’s effortless insouciance and the heady, liberated spirit of the 1970s.
Role Models - Elmgreen & Dragset's subversive take on the classical form at Paris' Musée d'Orsay explores contemporary masculinities in a heteronormative world
As Elmgreen & Dragset, Michael Elmgreen and Ingar Dragset bring a smart subversion to their large-scale installations. Over the last three decades, they have taken a sideways look at social and political systems by recontextualising mainstream motifs: works have included a full-scale replica of a Prada boutique in the Texan desert and a vast, vertical swimming pool, now installed in Hong Kong.
Flask Force - A limited-edition perfume collaboration between two Spanish craft masters says it with flowers
Loewe and Lladró are two brands with a lot in common. They're both Spanish, they're both born out of an obsessive desire to master a particular material (Loewe with leather and Lladró with porcelain), and they're both exemplars of luxury design. So it seems fitting, then, that the two maisons have finally come together for an exceptional collaboration, launching this autumn: a limited-edition run of porcelain flask toppers for three of Loewe Perfumes' classic scents.
Bloom Service - A flower-shaped brutalist beauty in Geneva gets a refresh
Tucked between the extensive campus of Geneva's University Hospital and a huddle of associated medical institutions, laboratories and surgeries, the Avenue de la Roseraie is trod by few casual visitors to the Swiss city. And yet here - out of sight in a small car park is an extraordinary structure that, situated elsewhere, would surely draw the attention of architectural students like bees to a nectar-rich flower. Horticulturalists, too, perhaps, for whom a building nicknamed La Tulipe might well incite curiosity.
Second Nature -A remodelled museum in Lisbon, by Kengo Kuma & Associates, meshes Japanese and Portuguese influences to create a space that sits in harmony with its surroundings
The Calouste Gulbenkian Foundation's complex in Lisbon has been one of the city's best-loved landmarks since it opened in the 1960s. The foundation aims to improve quality of life through art, charity, science and education, and its Lisbon campus encompasses a main office, library, scientific research centre and contemporary art museum, Centro de Arte Moderna (CAM), which reopens this month following an extensive four-year renovation by Japanese studio Kengo Kuma & Associates. Designed in collaboration with landscape architect Vladimir Djurovic, the update cleverly reconfigures the space and extends the foundation's gardens to craft a more cohesive relationship between the existing structures.
Cane and Able- Fusing traditional craftsmanship with contemporary vision, design studio Ibuku demonstrates the versatility of bamboo at a serene Bali villa
Over the last decade, Bali-based studio Ibuku, headed up by designer Elora Hardy, has become a leading expert in bamboo architecture, its output encompassing everything from a traditional Sumbanese house and a yoga and meditation space to playful treehouses and a riverside café at an eco-friendly jungle retreat in Ubud. In 2021, the studio completed The Arc sports hall at the Green School in Bali (founded by Elora's father, designer John Hardy). Made from a series of arches spanning an impressive 19m, it was a pioneering feat of bamboo engineering.
Guest Editor Marcio Kogan - Marcio Kogan has been prolific since setting up his namesake studio in São Paulo in 1978 (it was renamed Studio MK27 at the turn of the century).
Marcio Kogan has been prolific since setting up his namesake studio in São Paulo in 1978 (it was renamed Studio MK27 at the turn of the century). The 72-year-old architect has since become synonymous with contemporary Brazilian chic, offering a sumptuous blend of raw, textured materials; clean geometric forms; effortless functionality; vernacular design features; and a deep knowledge and appreciation of the rich, tropical modernist architecture legacy of his home country.
DREAM TEAM
A rewatching of a seminal film laid the foundation for JW Anderson's latest collection, a fantastical collaboration with artist Christiane Kubrick
Commercial artists
We conjure up public spaces that look and feel good, taking our design cues from the domestic landscape
LINES OF BEAUTY
Massimo Giorgetti's new rug collection for CC-Tapis takes Milan's 1960s metro system as a departure point
