Decoded Fashion in partnership with the British Fashion Council has
announced the shortlist for the Fashion Futures Awards 2016, which honours
brands, retailers and tech companies who are innovating and working
together to push the boundaries of what is possible in fashion and tech.
Taking place in May, alongside the Decoded Fashion London Summit, the
awards span across 10 categories ranging from mobile and e-commerce to
omnichannel and data and analytics.
Topshop leads the pack with three nominations, for A Killer Experience,
for Beyond the Runway for its collaboration with Nick Knight, and Real Time
Innovator, where it is up against its menswear counterpart Topman. While
Asos is hot on its trail with two nominations for Master of Mobile and A
Killer Experience, and Sephora also received two nods.
The Killer Experience celebrating the most innovative way of enhancing
the consumer experience is one of the hotly contested awards, with Topshop
and Asos up against Burberry, Farfetch and Sephora.
Other key awards are Master of Mobile, for the most innovative use of
mobile, with Asos taking on Mallzee, Parcel for Me, Shopstyle and The Net
Set powered by Net-a-Porter, while the other nominations for Real Time
Innovator, which honours for the best use of data and analytics for fashion
and retail, includes Shop Direct and Thread.
The best omni-focused in-store experience, Bytes and Bricks award will
see Sephora competing against Hunter, Nike and Rigby and Peller, while New
E-Store on the Block sees London Fashion Week favourite Sophia Webster
taking on Dear Frances, Rêve En Vert, Semaine
and The Idle Man.
Beyond the Runway award, celebrating the most engaging campaign launched
at fashion week, sees Topshop x Nick Knight up against Balenciaga, Grindr X
J.W. Anderson and Joshua Kane X Smartzer.
Another hotly contest award will be the Digital Coalition, which honours
the best brand and startup collaboration, which has a great mix of fashion
designer and brand collaborators including Christopher Raeburn X Unmade, JW
Anderson X Grindr, Monsoon X OfferMoments, River Island X Shutl and Ted
Baker X Wirewax.
Other awards will be presented for The Game Changer, The Big Idea and
the award’s highest honour, The Visionaries, which will be presented by the
British Fashion Council and recognises two leaders, one from the fashion
industry and the other from tech who are revolutionising the worlds of
fashion and retail, disrupting the norm and changing the face of the
industry as we know it. Last year in New York, Tory Burch and Snapchat
received The Visionaries award, which celebrated and commended their
innovative efforts in merging fashion and tech.
Winners will be announced at a ceremony on May 18, following the final
day of Decoded Fashion’s London summit.
Image: Decoded Fashion