Millions of dollars for three minutes and 36 seconds of images

Haute Couture doesn’t like technology, the fashion bible seems to declare.

However, whether we like it or not, couture brands must transform.

If before, they were afraid that technology would reduce the value of their fashion works, now they ask the question again: If they do not bring their brand into the digital society, the brand image will lose its value.

But, Haute Couture does not crudely use the Internet to sell.

In 2011, the Valentino brand launched a 3D online museum to honor the designer’s classic designs since 1962. The 3D application allows (online) visitors to fully enter the rooms.

In September 2012, Burberry opened its largest store at 121 Regent Street, London, England – A multi-media store!

Some outfits are equipped with RFID (radio frequency identification) electronic chips, creating a surprise for customers: Every time the customer tries on that outfit and looks into the `magic mirror`, the mirrors will recognize the outfit.

Another area shows customers 12 million different combinations of Burberry’s classic trenchcoat. All of that technology was designed in the nearly 200-year-old home, Westmoreland House, of the Prince Regent.

The next representative is Dior.

Millions of US dollars for fresh flowers and filming locations for a few minutes of screen time?

Forced to transform

Luxury Lab (L2), a project of New York University, annually introduces a ranked list of luxury brands according to the Digital IQ index.

Along with music effects, camera angles, backgrounds and rich acting, digital media is trying to solve the challenge of luxury brands: Communicating the emotions of designs to people.

However, there are also many high-end brands that still show an indifferent attitude towards technology.

Bally, Balenciaga, Chloé, Versace and Alexander McQueen were called “difficult cases” while Salvatore Ferragamo, Tod’s and Manolo Blahnik were considered lackluster.

The answer to the question `When fashion meets technology: Humiliate or elevate`?, the writer would like to leave to the readers.

Beautiful Women – ELLE