Blog Post 1: Lecture Reflection
The lecture that caught my interest was ‘Emerging Technology and the Fashion Industry’ by Dr. Nick Almond, Associate Dean Learning Technique and unit leader of Better Lives. Technology is a pillar that supports many industries, and fashion is no exception. Both fashion and technology run on trends and it is interesting to see how both of them have evolved over time. I particularly found the Theory of Affordances (Gibson, 1977) interesting that explains how a single tool can have several potential uses. Also, the Technology Acceptance Model that predicts the acceptability of a tool, explaining that the ultimate purpose of technology is utility. A new technology can only work if it useful or better than existing technology, in which case it displaces it.
Blockchain technology
Blockchain technology is a structure that stores all the transactional records, allowing it to remain unaltered and transparent. Who can forget the collapse of the Rana Plaza building in Bangladesh five years ago that took lives of 1,138 workers and left many injured? ‘Who made my clothes’ campaign was triggered in response to this very incident that demanded radical supply chain transparency and fairer and safer working conditions for factory workers. Blockchain will hold brands accountable that exploit workers’ rights and allow mass collaborations with fairer rewards. Second-hand clothing market will see a boom as buyers will be able to purchase garments by tracing its sources and not worry about being ripped off.
Artificial Intelligence
Artificial Intelligence (AI) is the intelligence demonstrated by machines that try to mimic human minds. They are essentially pattern seekers and are optimized for finding the best outcomes. It is now emerging as a powerful tool in fashion retail as seen by the rise of AI assisted stylists. Studying past trends and patterns, AI is capable of predicting what consumers want before they know about it. YOOX is an online lifestyle store among many others that has a virtual influencer- Daisy as the face of the brand. Virtual Reality and Augmented reality are already joining forces with fashion as many brands are now promising immersive shopping experiences.
Many companies are banking on these technologies without realizing the unethical consequences that follow. Thomas Frey, a futurist, has predicted that 2 billion jobs will disappear because of AI by 2030. It is not a hard guess that though AI may prove to be beneficial, it has its own drawbacks. Many companies that are looking for efficiency don’t care about human cost. Furthermore, many creators themselves are not aware of their machine’s capabilities and there’s quite a chance that they may not have been built with the best motives. XR is a revolutionary piece of technology that can allow us to reshape our reality and perception. However, the extent of it cannot be predicted. We stand at a risk of blurring our physical realities with the digital with no knowledge how that might negatively impact us. Digital influencers also pose ethical issues as many of their creators are usually those who find a way to manipulate image and identity through a corporate face.
As fashion students, it is important for us to recognize and understand emerging technologies that will allow us to advance our practices, all the while being ethical with their use to make space for collective good.
References:
Almond, N. (2020) ‘Emerging Technologies in Fashion’ [Lecture]. Better Lives, London College of Fashion, 11 February