CuteCircuit shows on schedule at New York Fashion Week. The show brings for the first time to a major international fashion week fashions that include advanced wearable technology, seamlessly integrated in beautiful couture and demi-couture ready-to-wear. For the first time in fashion’s history the models control what their dresses will look like on the runway through their mobile phones.
Up close and behind the scenes at the landmark New York Fashion Week debut of the interactive fashion label CuteCircuit. The show brings for the first time to a major international fashion week fashions that include advanced wearable technology, seamlessly integrated in beautiful couture and demi-couture ready-to-wear. For the first time in fashion’s history the models control what their dresses will look like on the runway through their mobile phones.
We were on holiday in Rome, Italy, Francesca’s hometown and spent a lot of time visiting the new contemporary art museums, the MACRO and the MAXXI. Besides having great names the museums are architecturally beautiful, one of them is designed by architect Zaha Hadid. So our inspiration is definitely architecture, and the color palette of white, black, silver, and grey reflects the colors of the materials used in the buildings. What was amazing was also that during the holidays it was raining everyday, so when we visited the museums we captured beautiful images of lights reflected on the wet surface of the pavement and on the glass of the windows, and this really ties up with our approach to innovating textiles; like the architectures, the garments look modern and sharp, black and white, but then magically transform into thousands of colors, bringing this inner life into view.
We greatly enjoyed working with new materials such as Aluminum coated nylons that give the garments a very aqueous quality, they are also very light and incredibly soft and silky on the skin.And of course we have used in many instances our own Magic Fabric that we have been designing over the past year and this adds that glow to the garments that really brings them to another dimension.It is like using new materials to create architectures that were not possible before.
We have introduced for the first time an incredible line of accessories! We have handbags and shoes. I absolutely love shoes so I am exceedingly happy to have them in the collection finally.We are so excited about it! We always challenge ourselves to keep innovating and improve everything we design! In this collection the garments’ colors and appearance are controlled via the Q by CuteCircuit iPhone App, so they can be connected to the internet and social media.
Everything is about understated silhouette and the amazing pops of colours. A perfect balance between innovation and feeling good into ones own skin. And finally- connectedness, bridging the gap of technology and fashion.
The women that love our collection are looking for wearable but at the same time stunning looks; understand the couture-like construction of the garment and the imaginative properties of the fabrics, a seamless integration that creates timeless looks. Dresses that can feel at home on the red carpet or on a romantic evening. The garments are really made to let women dream and express themselves. To the evening looks we have added sporty jackets and jeans , still made of amazingly color changing fabrics, that will bring the line into everyday life.The integration of telecommunication technology and social media enhances the wearer’s experience of their garments and how they relate to other people. It is interesting to see people reacting to these garments when they wear them: it feels very empowering and fun!
And the most amazing thing is that we managed to make the technology invisible, so invisible that not even the models realised they were wearing technology until they turned it on using their phone App.
The woman wearing CuteCircuit is definitely someone that has embraced the 21st century.A person that loves to both look great and loves to make the most of her modern digital lifestyle.
Modern silhouettes merge with cutting edge textiles to create dreamlike shimmering surfaces.
We design garments we dream about and the excitement of making them accessible to people who love them if what keeps us designing. This is what keeps us going and allows us to invent new ways of thinking about fashion. It is not only about expressing our creativity, but giving women new experiences and ways to express themselves, through this process changing the perception of fashion through innovation.
Integrating fashion and technology is not an easy thing to do and you’ll still find people that think we send a garment out with a gigantic car battery and thick electric wires inside.This is not the case fortunately. The fabrics we develop are as thin as other fabrics and as comfortable, the batteries are microscopic (like a 50 cent coin for example), the only difference between a CuteCircuit garment and other garments is that CuteCircuit’s garments bring magic and fun into your wardrobe!
Director Philip Kolmar
Editor Mitchell Sroka
Camera operators: Cameron Mitchell, Alexander Prevey, Lucas Richards, Mitchell Sroka and Neal Timoney.
Music Direction: Nicholas Lee and Jonny Sullivan.