Margareta van den Bosch, creative advisor of H&M worldwide, talked about the importance of having an online as well as offline shops: ‘A lot of people want to see what items are in the collections online first, before they go to the shop and buy it’. Pieter Jongerius, co-owner of design agency Fabrique spoke about persuasive design, a technique that focuses on the psychological and perceptual means of making people behave a certain way, and influencing their shopping behaviour. Both discussed the commercialisation of bloggers and how their role within the fashion industry has changed in a relatively short period of time.
Lucy McRae and Marga Weimans talked about future fabrics, and discussed whether we will continue to even use fabrics at all. McRae, self-styled ‘body architect’, uses all kinds of materials to sculpture pieces for the body. According her, fashion designers are there to provoke technology and merge it with our lifestyle. The collections of fashion designer Marga Weimans are a diary of her life, integrating technology into her collections as part of the story she wants to tell, not just because it’s ‘fashion forward’.
The event took place during Amsterdam Fashion Week and was moderated by Aynouk Tan and co-hosted by Peter Leferink. Firestarters is a platform for innovation in various creative disciplines. Firestarters is facilitated by Vodafone.