Speaking about L’Oreal – the company actually showcased one of their existing beauty tech services at SXSW the other day. A couple of years ago, their Innovation Lab developed a dispenser using artificial intelligence to mix foundation specifically adapted to the user’s skin. What it does, is that it collects data from three points in the users face and this data is picked up by an algorithm that identifies the levels of cyan, magenta and yellow in the customer’s skin.
The company actually debuted this tech exclusively at store chain Nordstrom in 2016, but according to Decoded Fashion it is still the most advanced innovation out there as of yet.
And foundation shades continue to remain a hard nut to crack for consumers. Although many brands provide a much wider range of shades these days, it can still be tricky to find the absolute right shade for your individual skin tone.
So I imagine that using data to come to terms with this might be worth quite a lot.
Algorithms are commonly used to educate fashion designers on what is wanted and needed in the market. They are also used as problem solvers, like with soft-ware solution Savitude, that uses AI to recommend clothing based on the customers shape and proportions. (Finding clothes in the right size and fit remains a challenge for most online consumers).
But there might also be creative aspects to AI beyond its obvious function as a tool, as an article in Business of Fashion implicates. At least according to some of the experts talking about AI and design at SXSW during this week.
Fashion designer Gretchen Jones for instance, has researched the role of data in fashion at University of Arts in London. She found that data analytics actually can be valuable in the creative process because it can help the designers understand the customer’s emotional connection to the brand.
Other experts such as Jenna Niven, creative director at advertising agency R/GA and Eric Colson, who is chief algorithms officer at Stitch Fix, are both into the idea of AI as an inspirational tool.
According to them, AI can actually serve as a source of creative inspiration for designers, through its capacity for analyzing huge amounts of data and coming up with lots of design combinations, faster than a human can. The idea is that machines can expand the number of possibilities that a designer can consider in their working process.
AI as a design assistant if you will. And why not?
The annual festival SXSW Interactive starts today and this year’s schedule looks exhaustive indeed. The fashion angle is present of course, and starting off today is a discussion about how AI is transforming luxury, fashion and beauty with reps from L’Oreal and Fashion Innovation Alliance among others.
Starting off tomorrow’s schedule, Erik Bang of H&M Foundation will participate in a panel discussion about biotech’s impact on fashion and on our planet. Discussion partners include Dan Widmaier from spider silk company Bolt Threads, Suzanne Lee from lab leather makers Modern Meadow and Rachel Arthur from innovation firm The Current Daily. Should be exciting!
As you know, the new year is already upon us, but for us tech nerds the real new year’s celebrations are still a few days away: On Tuesday, January 9, the annual Consumer Electronics Show 2018 is kicking off and we’re all anticipating what’s next in the world of AI, VR, AR, robotics, wearable tech and all that. I for one, am going to keep an extra eye open for the Fashionware Show, that will showcase high tech textiles, experimental fashion, VR and AR fashion experiences, AI Stylists and much, much more.
And of course there’s the Wearable Technology Summit, where experts from ELLE, Heisel, Fossil Group and Ashley Chloe is going to discuss how wearables are moving from geeky to fashion-forward. Still a much needed step if you ask me…
A host of other interesting brands and people are also making appearances, such as Dr Amanda Parkes from Fashion Tech Lab, speaking about textiles of the future and ELLE USA:s fashion tech editor Jenna Blaha, speaking about the wearable as a fashion statement. Stay tuned!
By 2020 a large part of customer interaction in retail will be managed by Artificial Intelligence; Gartner predicts. And accordingly, AI was the focal point for many of the speakers at Shoptalk Europe that was held in Copenhagen this week. According to Fashion and Mash, several of the large retailers, like eBay, Westfield and Topshop among others, cited that AI will be the tool for making the shopping experience more personalized in the future, for instance through machine learning, visual search and natural language processing.
Screenshot from Fashwell.
Yes! Time for me to go west and speak about the wonderful world of Fashion Tech at #FashionTech Gbg! This event is special to me as it reaches out to young girls and women who might be entering the world of tech in the future. Hopefully I can offer some inspiration in the intersection between tech and fashion.
On my way to a full day of Fashion Tech at Fotografiska in the Swedish capital, arranged by Patriksson Communication and Association of Swedish Fashion Brands among others. So looking forward to speeches by, among others, Niall Murphy from Evrythng, Matt Drinkwater from London College of Fashion and Amanda Parkes from Fashion Tech Lab. Stay tuned for more reports!