Wednesday Wrap-Up 001: Featuring Stella McCartney, Adidas, NOMI, Facebook, Farfetch, and More...

This week's 'Wednesday Wrap-Up' features NOMI, ASOS, Stella McCartney, Adidas, Facebook, Farfetch, and more. Additionally, we have a few extra bits of news snippets at the end of the news segment.


NOMI: The Female-Founded Fashion-Tech Startup Launches Shopping Platform Based on Your Style

Finnish start-up NOMI has launched a totally different shopping experience for women with a platform that helps women discover their own sense of dressing style, and thus be able to shop with greater clarity. This is done through a picture-based questionnaire taken by the user so to gauge certain tastes and then to offer them a selection of products, completely personalised for the user based on the results of the test.

The company was founded by four female-founders in May 2018, with the CEO being Nea Harjanne. She had this to say:
“The selection online is huge these days and to find the products that match your style, you might have to go through thousands of products, it just felt crazy that we all, with very different styles, have to shop from the same selection. The technology that is available today finally allows us to curate the selection for each customer.”
The team of four has been credited with bringing a wide range of skills from marketing to business to technology, as well as having experience in the online retail market in a significantly niche market. Hilde Fredriksson, Head of Development at NOMI, most definitely feels as if the company is on to something, when she said this:
“To build something new is always exciting for a developer, but to be a part of something that no one else has yet cracked is highly motivating. From the start I knew that creating a system that accurately understands fashion styles the way humans do and connecting that to a working recommendation system would be very challenging, if not impossible. Where we are now is just the very first step, but we’re definitely on the right path. I would be lying if I said I haven’t enjoyed every moment.”


ASOS Launches First Ever Augmented Reality Tool

ASOS has just launched its first experimental augmented reality tool on its app. The feature is called Virtual Catwalk and will be tested with ASOS design products. Customers, from the comfort of their own home, can use their smartphones to project an image of models on a flat surface in front of you - of course, that is through the lens of the smartphone screen, may we add.

This AR tool was developed through a partnership that ASOS has with AR company HoloMe, and is currently on trial with around 100 new ASOS products of an array of styles. Extra features are currently being tested out and may appear soon for users, such as viewing the different products on different sized bodies, so people can get a better idea of how the clothes may look.

Though this is a step in the right direction, people may ask if anyone would actually use this feature. Is it so much better to see the clothes through this AR feature than just through a collection of photos? We will have to see, but the difference seems minimal. It may be a while before customers begin to seriously use AR to make fashion-styled choices, and that may have to be when the customer is the model with clothes being projected on them.


Stella McCartney's New Adidas Kit Line is Made from Old Clothes and Plastic Rubbish

Just in time for Wimbledon, the classic strawberries and cream Tennis championship from South London, Stella McCartney has released a new kit line for Adidas. Not known for being conventional, McCartney decided to make her clothes out of old clothes and plastic rubbish from the ocean. The new collection will be worn by Garbine Muguruza and Angelique Kerber, 2017 and 2018 Wimbledon champion respectively, at this year's competition.

This just the latest movement in her life concerning environmentalism, with Stella McCartney launching the UN Charter for Sustainable Fashion in December 2018. This collection will be on show at Wimbledon this year, which begins on the 1st of July. You can also buy the sustainable line online now. This is the first time that McCartney has done an Adidas Menswear line, with Stefanos Tsitsipas and Alexander Zverev set to lead the menswear line.

The line has been desired as “the perfect fusion of fashion and high-tech performance”, and looking at it you can see why. The tennis kit uses 'Dope Dye Technology', which basically means that that the fabrics are dyed at the first stage of production so that more water is conserved. The fabrics used are made from ocean plastic and recycled polyester, which is then converted into a breathable synthetic yarn.


Farfetch Part of Association with Facebook to Launch Libra

Unless you are hiding under a cave, then you probably would have heard about Mark Zuckerberg (Facebook founder and CEO) announcing the launch of a cryptocurrency called Libra. Libra will be run by an association filled with 28 members with Facebook, Visa, Mastercard, Uber, Lyft, Spotify, and now Fashwell, the only fashion related company, being part of that group. Libra may be a huge factor in the revolution of retail and finance and for those who are interested in reading into Libra more, we recommend you read this article from The Economist.

Each member admitted to the association must invest a minimum of $10 million, and the group hopes to grow up to 100. As one of the members, Fashwell could benefit tremendously from Libra. Some claim that Libra will be able to help combat fake designer products being sold online, with greater accountability. This is certainly something important with the luxury market losing tens of billions of dollars to the counterfeit goods market. Facebook and Farfeth aim to work together to improve IP protection, enable frictionless e-commerce, and build trust and transparency. This is what a spokesperson from Facebook said about the matter:

“The way people pay for things is already changing, but no existing solution is able to address many of the challenges people face in gaining access to financial services. A global digital currency powered by blockchain technology offers specific advantages over traditional financial services, and an open-source blockchain will enable businesses and developers around the world to build services that meet the needs of their communities.” 
Libra will not be launched until the first half of 2020, so we will have to wait and see until then. In the meantime, if you want to read more about Fashwell read about them here.



Prada and Startupbootcamp have announced a three-year collaboration. Startupbootcamp is a European network that is aimed at helping start-ups get to scale. The partnership coincides with the launch in Milan of the global innovation centre which is completely focused on fledgling firms in the fashion industry.


Prada is also releasing popular Nylon products made out of ECONYL, a regenerated nylon fabric that's obtained through "the recycling and purification process of plastic waste collected from oceans, fishing nets, and textile fibre waste."


Fifty six women part of the cleaning staff at the National Institute of Fashion Technology (NIFT) in Hyderabad, India have been asked to leave. This has come immediately after the women complained about sexual harassment by one of the employees – while the accused, D Srinivas Reddy, continues to work in the campus.


Google is bringing its AR technology to YouTube to help viewers make better buying decisions when it comes to beauty and makeup. The company has launched what is called the AR Beauty Try-On feature, which lets people virtually try on makeup when watching a video of a Youtube creator. Some of the influencers involved in this project are Zoella and Huda Kattan.


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