LOS ANGELES — Video may have killed the radio star and song-swapping Web sites demolished CD sales, but musical scion Astrella Rothberg has drummed up a way to use technology to promote musicians in her new fashion venture.
Rothberg, the daughter of Sixties folk singer Donovan, is launching a line of fashion T-shirts that are packaged with digital albums that consumers can listen to and download on the spot. Each T-shirt from Astrella, as the brand is called, comes with a QR code that can be swiped on a smartphone to immediately stream the album for free. A consumer can own the album only when making a purchase and entering a pin number. Each code is unique to the T-shirt for a onetime download. If, for some reason, someone has already scanned the code, a bill is sent to that person and the shirt’s code is reactivated. The album sale is tracked by Nielsen SoundScan.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"