Author: John Hamilton

Asos has launched a trial of a new tool on its site that allows shoppers to see what their clothing selections would look like on different body types. The “See My Fit” feature is an augmented reality tool that has been created in collaboration with Israeli AR company Zeekit. It provides online shoppers with a simulated view of what an item of clothing would look like on models of various sizes, in order to better reflect the body ... Read more...

The Swedish multinational group H&M has just created a new platform under the name of H&M Lab. A digital portal, for now exclusively operative in Germany, through which it will market the latest services, its newest products and all the innovations created by its research "hub", The Laboratory. It will also be looking for new collaborations and projects with all kinds of emerging companies... Read more...

A new All Party Parliamentary Group (APPG) has been formed to analyse sustainability in the clothing and textiles industry.  With the new APPG, which is supported by sustainability charity Hubbub, MPs from all political backgrounds will come together to review supply chains, materials used, and consumer behaviours.  The APPG held its inaugural meeting this week, where it was joined by dozens of major retailers, ... Read more...

London Fashion Week returns on Friday to celebrate the nation’s most esteemed design talents. Over the course of five days, editors, buyers and social media influencers will come together to see what brands including Molly Goddard and JW Anderson have up their sleeves for spring/summer 2020. But this September could mark the beginning of a seismic shift in the fashion industry.  With the increasing likelihood of... Read more...

Fur has always been one of the most incendiary topics in the fashion industry, but the debate has reached new heights in recent months as an increasing number of labels implement bans on using animal skins in their clothing. The ethical issues of using animal fur for clothing are well-documented, and while it might’ve once been considered uber glamorous to glide down the street in a fluffy mink coat like a 1930s Hollywood starlet,&... Read more...

UK brand whose sales jumped 35% last year says it appeals to women not driven by trends. PrettyLittleThing and Missguided have hit the big time selling £5 dresses and £1 bikinis to the youth market but another online British brand, Hush, is expanding rapidly in a backlash against fast fashion. Sales at London-based Hush, which is run by a husband and wife team, jumped 35% last year to more than £40m as its jumpsuits and ... Read more...

Tech giant Google and sustainability champion Stella McCartney are teaming up to help reduce the environmental footprint of the fashion industry. McCartney has long spearheaded the use of recyclable fabrics, organic cotton and synthetic leathers in her designs, so it seems only natural that Google should look to the 47-year-old to help create a scheme which aims to improve sustainability in the fashion supply ... Read more...

Brands send emails. Brands send, by some estimates, more than half of all the emails that are sent worldwide. The cashier at Urban Outfitters recently asked me for my email when I bought something in a physical store, so that the company might send me emails every day, which I was already getting. Rihanna’s Savage X Fenty brand, I’m sorry to say, sends an egregious number of emails, and it’s not just me noticing. I have eaten at the fast ... Read more...

Hip Scandinavian fashion retailer Carlings knew it had to make a big impression when it launched its first online store in 2018 — years after most other apparel brands. Carlings has more than 200 physical stores in Norway, Finland and Sweden and is known for its wide range of jeans and casual clothes. When it finally started selling online last year, it wanted to do something that would draw people to its website and make it stand out. Virtual... Read more...

The flower associated with youth and innocence is in full bloom on the high street... Summer florals are nothing new in fashion, but this year one particular flower is taking over: the daisy. As the weather hots up, traditional black, white and orange daisy designs are flourishing, while more colourful interpretations are also in bloom... Read more...