 |
| Source: http://www.fashiontv.com |
Liang (2013) observes that technology
development and usage within a broadcaster is a negotiation among coherent
groups and between purpose competitions: technological effectiveness,
creativity in TV making and broadcasting (Journal of Media, Culture and Society).
Moreover, nowadays television and Internet are closely related, they are two
biggest motion media sources around the globe. Therefore, White (2006)
indicated that the designers and programmers of Internet settings may identify
that images and events are the real time distribution, and as they happen, the
technologies are alive, but television and Internet sites also use similar
positions about liveliness, proximity, and spatial accessibility (The
International Journal of Research into New Media Technologies: 10.1177/1354856506067206).
Accordingly, it is necessary to mention that media and fashion technologies constantly appear in both direct and indirect ways. First of all, the biggest and the most immediate fashion network on television is “FashionTV”. Since 1997, it has been setting the scene for excellence in fashion and lifestyle broadcasting. The only TV which is equal to fashion print media appealing to people interests in fashion, style, beauty and trends, FashionTV broadcasts in 193 countries. This is 24-hour fashion network which has expanded social media exposure on the Internet with millions of followers on Facebook, YouTube, Twitter, Instagram and more (http://www.fashiontv.com). FashionTV is about everything what is happening in the whole fashion world. For instance, technology theme is usually captured on catwalk and showrooms. Lubov Azria, a representative for Hervé Léger Fashion House gave an interview about technological collection ideas for “FTV”: “The inspiration for Hervé Léger Fall 2014 is all about the technology and use of technology. If you think about the way we design, we sketch something then we digitize it then we put it in a 3D computer and that gets rescanned in then it goes to the jacquard machines, so this whole thing where people think technology is here and they are here (pointing elsewhere) is constantly wrong. We are wearing technology every single day, so this collection is really about taking nature and digitizing certain patterns and textures and infusing it into the Hervé Léger heritage.” (Video available on http://www.fashiontv.com/video/herv-l-ger-fall-winter-2014-15-backstage-new-york-fashion-week-nyfw_398658.html).
Accordingly, it is necessary to mention that media and fashion technologies constantly appear in both direct and indirect ways. First of all, the biggest and the most immediate fashion network on television is “FashionTV”. Since 1997, it has been setting the scene for excellence in fashion and lifestyle broadcasting. The only TV which is equal to fashion print media appealing to people interests in fashion, style, beauty and trends, FashionTV broadcasts in 193 countries. This is 24-hour fashion network which has expanded social media exposure on the Internet with millions of followers on Facebook, YouTube, Twitter, Instagram and more (http://www.fashiontv.com). FashionTV is about everything what is happening in the whole fashion world. For instance, technology theme is usually captured on catwalk and showrooms. Lubov Azria, a representative for Hervé Léger Fashion House gave an interview about technological collection ideas for “FTV”: “The inspiration for Hervé Léger Fall 2014 is all about the technology and use of technology. If you think about the way we design, we sketch something then we digitize it then we put it in a 3D computer and that gets rescanned in then it goes to the jacquard machines, so this whole thing where people think technology is here and they are here (pointing elsewhere) is constantly wrong. We are wearing technology every single day, so this collection is really about taking nature and digitizing certain patterns and textures and infusing it into the Hervé Léger heritage.” (Video available on http://www.fashiontv.com/video/herv-l-ger-fall-winter-2014-15-backstage-new-york-fashion-week-nyfw_398658.html).
Another FashionTV star in tech-fashion is innovative Dutch designer Iris Van Herpen. Her trademark is three-dimensional prints, futuristic shapes and it always makes a signature in the Iris Van Herpen collections. The designer never desists to astonish her audience every year. She did it again for Fall/Winter Couture 2013-2014 with armour, feathers and extraordinary design forms (Video available on http://www.fashiontv.com/video/iris-van-herpen-couture-fall-winter-2013-14-show-paris-couture-fashion-week_395615.html |
 |
| Sources: http://www.irisvanherpen.com |
The second TV and Internet giant network
is BBC News. It also has a separate section about technology and its
relation to fashion sector as well. Shaw (2013) reported for BBC that French
fashion designer Julien Fournie became
bored of the pressure for traditional fashion, including various arguments with
seamstresses about what is possible or impossible to realise. He talked to BBC
News about his use of FashionLab software, which allows him to test designs in
virtual method with a 3D interface, before sending them on to the catwalk
(Video available on http://www.bbc.co.uk/news/magazine-23864186).
 |
| Source: http://fashionlab.3ds.com |
Consequently, tech-fashion is spreading
rapidly through many communication channels by using various ways. It is
necessary to highlight TV commercials – a really big part of advertising in
media. For instance, Sony Xperia Z smart phone’s advertising project is even
considered as Fashion short film. “FTV” team defined this advert as an
explosive collaboration that pushes fashion and technology to new limits.
“Xperia Z Versus Fashion” records every
angle of three sudden transitions that model in this film has undergone, while
wearing four pieces of fashion designer Christopher Raeburn's recent collection from London Fashion
Week (Video available on http://www.fashiontv.com/video/xperia-z-versus-fashion_398748.html;
Making of the video: http://goo.gl/fYbivn).
 |
| Source: http://goo.gl/fYbivn |
Finally in this case, it is worth to
indicate that television communicates with physical and mental world (Liang
2013), transmits innovative design solutions, software technical parts,
assorted fashion shows, news and much more. All of this is mutually transferred by an
extensive number of technological gadgets as well. In other words, contemporary
world (whether it is fashion or another direction) is and will be concurrent
with technologies.
Another stunning advertising example of
fashion and technology combination is Prada LG phone and LG smart watch
commercial (https://www.youtube.com/watch?v=TMo6_uEiLRM). More
interesting tech-fashion solutions on catwalk shows broadcasting: http://www.marketingmagazine.co.uk/article/1230847/topshop-engages-vr-technology-live-stream-fashion-show-oxford-circus-shoppers; http://timesofindia.indiatimes.com/Life-Style/Fashion/Shows/Fashion-week-uses-tech-to-link-all/articleshow/32672596.cms
