Fashion on the runway is often avant-garde, futuristic and innovative, although off the runway it’s a completely different matter. Big luxury brands remain uncontested; Gucci, Louis Vuitton, Hermes and more. Producing the same items year on year with little variation and a higher price tag.

But as technology has progressed, a change of focus has occurred. We now stop looking at how we can change our environment with technology and now focus on how technology can improve ourselves. As such, fashion is starting to have to catch up. Introducing tech such as wearable technology, monitoring vital signs, updating you on news, emails, messages and more. This threat has big brands panicking, worrying how brands like Gucci will stay afloat in a Tech stuffed world.

With the birth of smart-watches and other wearable technology, came a flood of technology integrated with fashion. An early example of this is Nike’s Air Mags. The concept of the Air Mags was created in the film Back to the Future 2, as Marty McFly discovers technology in the future, along with the infamous Hover Board (which has had some not so successful attempts when re-creating in reality). The self-tying, light up shoe caused a storm when released and now you can fetch yourself a pair for a reasonable £62,000.

This technology is a long way from the 90s and 2000s flashing shoes and Camden’s Cyberdog light up t-shirts. But still, should these big brands be worrying? As after all, most of this tech is a gimmick, as do I really not need to tie my shoes? And do I need a watch that does the same thing as my phone?

The short answer is no, you don’t, but technology in fashion isn’t all self-tying shoes and heart monitors on your wrist. Alyx, created by fashion’s answer to Elon Musk, Matthew Williams, uses much more subtle technology within its fashion, Blockchain. Blockchain by design creates accountability and security for data it transfers from one to the next. Alyx has applied this by creating accountability within its production process, allowing users to scan a QR code and track the production process from end to end.

But why does creating accountability have any use within the fashion world? The simple answer is environmental sustainability within the clothing production process. The fashion industry is the second largest polluter on the Earth and our throw-away culture is evermore present. It’s now more important than ever to have transparency in the production process, as then the consumer can make a moral decision about the product, understanding the true impact of what they are purchasing.

Despite this greater transparency and a need to be forward-thinking, big brands like Burberry have come under fire for burning unsold goods to ‘protect their brand’. But what Burberry really should be considering is how a nova check trench coat is going to protect them from a environmental catastrophe.

One big brand, Louis Vuitton, has been very progressive of late, Although not particularly in terms of sustainability. In it’s most recent Cruise 2020 show, LV has introduced flexible video screens into bags and fall/winter 2019 glowing Keep-alls. This technology is advanced and innovative but still a gimmick at its core, as it has very little functional use and what happens when the battery runs out? Do you have to charge it? Which quite frankly even in 2019 is a stupid concept.

So what’s next? It seems that although there has been some effort in the community for a more forward-thinking, sustainable fashion industry. Big brands like Louis Vuitton are more concerned with creating floating, light up bags rather than concerning itself with the environment.