Asos, Burberry, Christopher Raeburn and J.W. Anderson were among the
winners at the Fashion Future Awards hosted by Decoded Fashion in
partnership with the British Fashion Council, which honours “disruptors,
visionaries, and innovators” in fashion and retail.
London Fashion Week favourite J.W. Anderson scooped the Beyond the
Runway award for its digital partnership with dating platform Grindr to
showcase his autumn/winter 2016 menswear show via live stream. The judges
remarked that the collaboration’s “out of the box thinking” and focus on
brilliantly connecting consumers in the moment was what set it apart from
its competitors.
Another big winner was Burberry, who won the Fashion Visionary award for
its continual “disruption” in pushing boundaries in technology and fashion.
While Snapchat walked away with the Tech Visionary award, for giving
fashion brands new ways to infuse storytelling into their marketing,
especially to target younger consumers.
Online retailer Asos won the A Killer Experience for its new A-list
loyalty programme, while Sephora took home the Bytes and Bricks award, for
its high-tech concept Flash store in Paris, and fashion designer
Christopher Raeburn was honoured for his collaboration with digital
knitwear start-up Unmade winning the Digital Coalition accolade.
Other winners included delivery start-up Parcel for Me, who picked up
two awards, one for being the Master of Mobile and the other as this year’s
Game Changer, which judges class as the entrant considered “most likely to
disrupt fashion and retail in the future”, while Thread won Real-Time
Innovator forts use of data and analytics in fashion and retail, and
Semaine took the New e-Store on the Block award for best new e-commerce
launch.
The judging panel included Caroline Rush, chief executive officer of the
BFC, Dylan Jones, editor of British GQ, Martijn Bertisen, director of
Retail for Google, Dolly Jones, digital strategy director at Condé Nast
Digital Britain, José Neves, CEO and founder of Farfetch, and Caroline
Issa, chief executive and fashion director at Tank magazine.
Image: Decoded Fashion Facebook