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People, Tech

Tech Talks With Jessica Michault

By Sofia Celeste 14 September 2016

MILAN, ITALY – The next edition of Decoded Fashion Milan will take place on November 15 to 16. With every year that passes between summits, the digital and fashion worlds change at lightening speed. Digital luxury, online storytelling and mobile conversion are among the topics industry leaders will discuss.

Fairplay chatted with key presenter Jessica Michault, fashion veteran, BoF 500 member and editor-in-chief of Paris’ fashion forward Antidote Magazine, about the upcoming event we have been waiting for all year and the future of fashion and tech.

What are your thoughts on the burgeoning fashion tech industry as a whole?

I find the cross pollination between the tech industry and fashion incredibly exciting. I like how many of the tech companies understand the importance of bringing in leaders in the fashion world to make sure their products dovetail with the specific aesthetics of fashion savvy consumers. Also the fashion world owes so much to the tech industry. It has made the fashion industry more democratic, engaging, energetic while at the same time finding a way to keep it personal and connected to the human condition.

How do you think it has evolved in the past few years?

Of course everything has ratcheted up to a lightning speed. And it takes a lot more to grab the attention of the collective fashion psyche. It has actually helped to push and challenge fashion's leading creative minds to come up with even more exceptional, clever and often humorous ways of connection with their consumer base. Also on the backend sites like Farfetch and Not Just A Label are making it possible for smaller brands to reach consumers in a way that wasn't even imaginable 10, or even 5, years ago.

How do you see fashion being digitised in the future? Next trend?

I really thought the interactive Willow Smith cover of the most recent Garage Magazine was one brilliant new way for "old media" to connect with the new media consumer. People could just scan the snapcode on the cover and up popped a new "Willow Lens" in the app. We are also seeing the next evolution of apps as brands in their own right. Grindr is launching a line of menswear and we now have fashion labels creating branded t-shirts with the logos of apps, where once a Disney character or a food chain logo might have had pride of place. Also the power of online #influencers is going to continue to expand. Just look at what is happening with The Blonde Salad. It has transformed from a personal blog into a digital magazine for the millennial generation.

What is your relationship as a journalist with tech? What platforms, apps etc aid you as a journalist?

God...I think I am on all of them. Of course Instagram is my life's blood. Especially now as it has incorporated the video story telling feature that once was the cornerstone of Snapchat (which I am also on). I still have my Twitter account and Facebook is, without a doubt, a powerful digital tool for me. Also Airbnb and Uber have totally changed how I travel to the shows. And when I am waiting for a show to start, Candy Crush still can suck me in.

How do you see this opportunity to be the key presenter at Decoded Fashion?

I am really honoured that Decoded Fashion asked me to moderate this conference. Everything about the fashion industry in terms of its relationship to the digital space is changing, updating and resetting – daily. It's important for programs like this to exist so that those working in fashion can make informed choices in terms of their digital strategy. Not every app, site or platform works in every situation and the key is to learn which ones are the right fit for each individual.

 

 



Sofia Celeste
FAIRPLAY Editor-in-Chief

When she is not hunting down the latest in tech and fashion, Sofia Celeste is scouting artisan talent for her online magazine bacoluxury.com. Born in the US and raised on the Pacific Island of Guam, she went on to write for Dow Jones Newswires and the Wall Street Journal. Her work is now regularly published in top fashion publications NOWFASHION and WWD.

MILAN, ITALY – The next edition of Decoded Fashion Milan will take place on November 15 to 16. With every year that passes between summits, the digital and fashion worlds change at lightening speed. Digital luxury, online storytelling and mobile conversion are among the topics industry leaders will discuss.

Fairplay chatted with key presenter Jessica Michault, fashion veteran, BoF 500 member and editor-in-chief of Paris’ fashion forward Antidote Magazine, about the upcoming event we have been waiting for all year and the future of fashion and tech.

What are your thoughts on the burgeoning fashion tech industry as a whole?

I find the cross pollination between the tech industry and fashion incredibly exciting. I like how many of the tech companies understand the importance of bringing in leaders in the fashion world to make sure their products dovetail with the specific aesthetics of fashion savvy consumers. Also the fashion world owes so much to the tech industry. It has made the fashion industry more democratic, engaging, energetic while at the same time finding a way to keep it personal and connected to the human condition.

How do you think it has evolved in the past few years?

Of course everything has ratcheted up to a lightning speed. And it takes a lot more to grab the attention of the collective fashion psyche. It has actually helped to push and challenge fashion's leading creative minds to come up with even more exceptional, clever and often humorous ways of connection with their consumer base. Also on the backend sites like Farfetch and Not Just A Label are making it possible for smaller brands to reach consumers in a way that wasn't even imaginable 10, or even 5, years ago.

How do you see fashion being digitised in the future? Next trend?

I really thought the interactive Willow Smith cover of the most recent Garage Magazine was one brilliant new way for "old media" to connect with the new media consumer. People could just scan the snapcode on the cover and up popped a new "Willow Lens" in the app. We are also seeing the next evolution of apps as brands in their own right. Grindr is launching a line of menswear and we now have fashion labels creating branded t-shirts with the logos of apps, where once a Disney character or a food chain logo might have had pride of place. Also the power of online #influencers is going to continue to expand. Just look at what is happening with The Blonde Salad. It has transformed from a personal blog into a digital magazine for the millennial generation.

What is your relationship as a journalist with tech? What platforms, apps etc aid you as a journalist?

God...I think I am on all of them. Of course Instagram is my life's blood. Especially now as it has incorporated the video story telling feature that once was the cornerstone of Snapchat (which I am also on). I still have my Twitter account and Facebook is, without a doubt, a powerful digital tool for me. Also Airbnb and Uber have totally changed how I travel to the shows. And when I am waiting for a show to start, Candy Crush still can suck me in.

How do you see this opportunity to be the key presenter at Decoded Fashion?

I am really honoured that Decoded Fashion asked me to moderate this conference. Everything about the fashion industry in terms of its relationship to the digital space is changing, updating and resetting – daily. It's important for programs like this to exist so that those working in fashion can make informed choices in terms of their digital strategy. Not every app, site or platform works in every situation and the key is to learn which ones are the right fit for each individual.

 

 



Sofia Celeste
FAIRPLAY Editor-in-Chief

When she is not hunting down the latest in tech and fashion, Sofia Celeste is scouting artisan talent for her online magazine bacoluxury.com. Born in the US and raised on the Pacific Island of Guam, she went on to write for Dow Jones Newswires and the Wall Street Journal. Her work is now regularly published in top fashion publications NOWFASHION and WWD.

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