Functional items designed to cover, protect, or adorn our bodies – this is a common perception of garments in today's world, where they are often seen as mere clothing or accessories. However, I believe this view only scratches the surface of what garments truly represent. They are more than just fabric stitched together; they embody stories woven into their threads, reflecting our identities and intimately connecting to who we are. These aspects of garments—their true essence, rich in meaning and personal narratives—deserve their dedicated discussion, which I plan to explore in depth at a later time.
Today, I propose a shift in perspective. Instead of delving into the essence of garments, let's examine their surface. As someone who usually advocates for a deeper look, focusing solely on the surface may seem contradictory. Yet, I believe that exploring the surface of garments, while seemingly superficial, still demands an understanding that transcends mere appearances.
I envision a future where garments transcend their current “functionality”, evolving into platforms of a more significant nature. I foresee them transforming into dynamic canvases for both brands and individuals, where stories, cultures, and identities are not merely displayed but actively engaged with. This shift in the role of garments, from conventional clothing to brand platforms, represents not just a change in function but a paradigm shift in perception. While it may initially appear to be a revolution, I believe it is more accurately an evolution. Yet, only by moving beyond traditional uses and meanings of clothing, we can grasp the reasons and methods behind my prediction of garments emerging as the new platforms for brand expression.
This transformation, which I see as an evolution rather than just a revolution, is primarily driven by the future of fashion that I envision. This future represents a harmonious union between technology and traditional fashion aesthetics, creating a symbiotic relationship between the digital and physical worlds. Setting aside digital fashion for a moment, which I consider the product or “the child” of this marriage, this fusion signifies a transformative movement. It elevates simple garments from mere clothing pieces to interactive, dynamic platforms. I perceive this change not as a fleeting trend, but as the dawn of a new “industry”, one that will last indefinitely.
Central to this emerging industry, I consider, will be Near Field Communication (NFC) chips. These tiny devices, despite their immense potential, are not new in the technological landscape, having been around for years. However, their application within the world of fashion is groundbreaking. I see these chips acting as a bridge between our physical garments and the vast digital world. Their small size allows for seamless integration into the fabric, barely impacting the garment's aesthetic. NFC technology, in this context, opens a myriad of possibilities for interaction and connectivity in fashion.
Today, brands like 9dcc and artists such as Verite are capitalizing on the synergy between technology and traditional fashion. The current usage of this integration, while still in its early stages, involves embedding a simple webpage into garments. This webpage can be accessed by tapping a smartphone against an NFC chip embedded in the clothing. This technology enables interactions such as linking to social media platforms or other online spaces, embedding videos directly into the garment, providing access to games, offering claimable items like NFTs or POAPs, delivering additional product information, and other “simple” activations.
Although these features excite me and I find them utterly fascinating, they might seem rather basic and unremarkable to some. However, I believe that these applications are just the initial steps of a much broader and more ambitious vision. The current functionality, while impactful in its own right, only scratches the surface of what's possible in the convergence of technology and fashion. This nascent stage is paving the way for more advanced, innovative, and immersive experiences in the future.
I envision a future where NFC chips in fashion open up expansive possibilities. In this future, tapping a garment with a smartphone will unlock access to a comprehensive digital platform. This platform will offer a range of interactive features similar to those we see today. Imagine exclusive newsletters, personalized shopping experiences with virtual stores and digital try-ons, real-time chat rooms akin to Discord but exclusive to the garment's wearers, and spaces for collaborative design and co-creation. This co-creation could involve designing garments or even more active participation in shaping the brand's culture.
This vision I outline is just a glimpse of what I foresee in the convergence of fashion and technology, a process that, in my eyes, has already begun and is unstoppable. In this future, the garment becomes more than a piece of clothing; it transforms into a portal to a unique brand universe. Every interaction within this space is an extension of the brand’s story and ethos. Over time, and depending on each brand's vision, these interactions will increasingly reflect our own stories and ethos, much like how garments function today, but in a more pronounced and evident manner.
IYK is the brand that, in my view, currently stands at the forefront of leveraging NFC technology in fashion. They are innovating by creating chips that can be embedded into a wide range of items, including garments, cards, books, and many other objects. Their initial foray into this technology has involved embedding a single webpage within their NFC chips. While these web pages are somewhat limited in functionality, they already serve as powerful tools for engagement and brand storytelling.
However, this is merely the starting point. IYK is dedicated to enhancing its offerings continuously, and I believe that by persisting in this direction, they will become key players in realizing the full potential of NFC technology in fashion. This includes transforming every garment into a dynamic, interactive platform.
While I acknowledge that my vision may appear far-fetched to many, I believe it's merely a matter of time and technological evolution. As technology matures and becomes more sophisticated, and as more visionary, brave, and curious individuals emerge, we will witness the transformation of the fashion industry. It's important to note that technology has been integral to fashion for decades, and what we're experiencing now is not entirely new; rather, it's a new manifestation of an ongoing relationship. This is why I consider it an evolution rather than a revolution.
Moreover, beyond technological advancements, a cultural shift is also necessary. I refer to the idea of embracing the blending of the physical and digital aspects in our everyday attire. I believe that people will eventually be drawn to this concept, irrespective of their current reservations. To be honest, one of the main driving forces behind this shift, which I may not necessarily endorse, is social prestige. Though, this topic warrants its own discussion in detail.
The ongoing evolution in the fashion-tech space is poised to redefine our perception of what a garment can be. It encourages us to move beyond surface appearances and delve deeper into the essence of clothing, ultimately reshaping our understanding of fashion.
Now that we have these ideas in mind, it's crucial to reflect upon them. Garments have always been and will continue to be, more than meets the eye. Throughout history, they have served as storytellers, symbols of status, expressions of cultural identity, and much more. Sometimes, their significance is evident and straightforward, while at other times, it's subtle and nuanced. Nevertheless, they have consistently reflected us—our values, histories, and aspirations.
With garments poised to transition into platforms, we all must ponder some questions. How will this transformation affect our relationship with what we wear? Can a garment that connects us to the digital realm enhance our understanding of ourselves and others? In what ways will this fusion of fashion and technology reshape how we express our identities? And more…
These questions are not rhetorical; they beckon us to delve into the depth of our connection with our clothing, our inner selves, and the world around us. They invite us to imagine the myriad of possibilities that lie ahead.
What I've discussed today is not merely a vision for the future of fashion but a call to reimagine what fashion can become—a world where garments transcend their traditional roles and evolve into platforms for connection, creativity, and community. When I say “Garments as the new platforms”, I'm not implying that they will only serve as platforms within the realm of fashion. While on the surface, this may be their primary function, a deeper exploration reveals that they will serve as platforms for storytelling, cultural expression, and the unfolding narrative of who we are and who we aspire to be.
Because in the end, garments are fashion, and fashion is who we are; the very fabric of our existence.
Thank you for reading!
Have a fantastic day!
Eduard🌹
