Increasingly inspired by Silicon Valley, many of the world's most recognizable apparel and beauty brands are trying to make tech's "fail fast" and "fly by the seat of your pants" approach work for them.
Historically, fashion and beauty have been more like frenemies with big tech than collaborators. But that’s changing swiftly in a commercial market that's being reordered by e-commerce, data and Amazon. To adjust, fashion companies are taking on the hallmarks of the technology industry, including "agile" workflows, incubators and tech acquisitions. Levis Strauss & Co., Gap, L'Oréal, Nordstrom and others are trying harder to transform themselves into innovation hubs.
“The approach we've taken, particularly over the last year and a half, is much more of an agile test-and-learn approach to our roadmap and to our development of solutions and experiences,” said Sebastian DiGrande, Gap Inc.'s executive vice president of strategy, in an interview with WWD.
“I’ve struggled my whole life to find a bathing suit that fits me that doesn’t look like a maternity bra. I’m proud of the line because it’s an accurate representation of me rather than me putting on someone else’s clothes,” says @atlantabean of her swimwear collaboration with @piaarrobio, LPA X ATL. The two decided on a swimwear collab and increased the industry standard size for the pieces. Read more about the line — and our interview with de Cadenet Taylor and Arrobio — on WWD.com #wwdfashion
Exclusive: Cate Blanchett has been named the first global beauty ambassador for @armanibeauty. Blanchett has been the face of the brand’s Sì fragrance franchise since 2013, and is now representing all of the label’s beauty categories including makeup and skin care. #wwdbeauty (📷: @zefashioninsider)
“From concept to creation, my goal was to create beautiful pieces, with a variety of sizes, all at affordable prices,” said @joansmalls of the swimwear and intimate apparel she designed for @smartandsexysocial. The collection includes neon laced bras, sheer bodysuits and swimwear separates. The intimates collection will launch in July, while the swimwear collection will be available for purchase on Tuesday at select @walmart stores, walmart.com and smartandsexy.com. #wwdfashion