Future+ Fridays | Issue06

Hi, it’s Ashumi, the founder of Future+. This week’s newsletter has been edited by the Future+ team as I am in Japan for the next week, thanks Kerry, Victor and Camille. We are also getting great feedback from our community and readers so please do share this newsletter to anyone interested in keeping up with the latest news, trends and insights across creative, culture and technology. This week, FabriX showcases tech innovation at ComplexCon Hong Kong, Chanel designed digital garments for a virtual ‘Parisian Ball’, the US & UK join forces to regulate AI, and so much more.

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📖 In this week’s issue- 

1. FabriX showcase at ComplexCon in Hong Kong

2. Transatlantic Collaboration: Safeguarding AI Development in the US and UK

3. How Coach’s Tabby Bag became a hit through data 

4. Gen AI FOMO

5. Chanel designs digital couture for Virtual Reality experience

👩‍💻 Also on our radar, in case you missed it- 

• OpenAI deemed their voice cloning tool “Voice Engine” too risky for public release:

• Absolut Vodka will release virtual and onsite activations at Coachella this year:

• Apple is exploring robotics as a potential future innovation:

• Adobe debuted new AI tools last week that will focus on personalisation:

• mmERCH revels details about their wearable mint collection release:

📲 Are you a brand or PR team that has news to share? Fill this form here to be featured to over 2000+ marketers, execs and innovation teams across fashion, luxury, beauty, retail and emerging technologies.

🔎 Deeper Insights:

1. FabriX showcase at ComplexCon in Hong Kong

FabriX–a curated marketplace of digital fashion aimed at launching top fashion brands and designers–showcased one-of-a-kind activations during ComplexCon marketplace in Hong Kong on March 23 and 24. To follow ComplexCon’s theme of Bio Futurism, FabriX exhibited multiple technological innovations on the intersection of digital and virtual fashion. Their exhibition included: AR digital kiosks, integrated marketplace and membership subscription functionalities, make-your own digital fashion outfit images, Phy-Digital hoodies, and more. 

The AR kiosks by FabriX integrated a seamless design, providing users with QR codes that allowed them to purchase digital fashion outfit photos and items from a curated list of 11 designers and brands from Hong Kong, China and around the globe. Additionally, FabriX partnered with Roblox to transform the work of the designers into Roblox outfits that users can purchase. To seamlessly blend a physical and digital fashion experience, FabriX partnered with Spin Fashion to showcase Phy-Digital hoodies–available for try-on and pre-order–at ComplexCon.

In addition, this year, "FabriX" invited renowned fashion photographer Leung Mo to collaborate on a project titled “FabriX OOTC-Outfit Of The City.” Together, with 10 diverse Gen Z individuals, they visited iconic locations in Hong Kong, exploring the city's landscape from a Gen Z perspective to discover its hidden beauty. This project showcases how virtual fashion merges seamlessly with real-world urban landscapes, highlighting the limitless blending of digital and physical realms.

Why it matters: digital fashion is creating unique opportunities for fashion brands to redefine the way products are designed and marketed through utilising new technologies and creative techniques. FabriX is creating top-tier innovations at the forefront of digital fashion. Led by Shin Wong, Project Director, and Declan Chan, Design Curator, the company’s presence at ComplexCon this year–and other work they have created since their launch in 2022–represent the opportunity companies have to employ digital fashion technologies to expand their business. Through digital fashion, companies can accelerate their design process, implement an increased number of creative ideas, save money, and promote sustainability. 

TLDR: 

• FabriX showcased new and innovative activations at ComplexCon in Hong Kong last week.

• The activations consisted of: AR digital kiosks, integrated marketplace and membership subscription functionalities, make-your-own digital fashion outfit images, Phy-Digital hoodies, and more.

• FabriX invited 11 emerging digital fashion designers from around the globe, launching a total of 18 digital fashion items at the conference, each distinctive in their own design.

• Digital fashion is creating top-tier opportunities for brands to redefine the way they design and sell products.

2. Transatlantic Collaboration: Safeguarding AI Development in the US and UK

The US and UK signed a bilateral agreement to test AI on Monday. The legislation states that both countries will work collaboratively to develop methods aimed at ensuring AI is safe. “We have always been clear that ensuring the safe development of AI is a shared global issue,” said UK Tech Minister Michelle Donelan. The agreement took place after the AI Safety Summit in Bletchley Park during Nov. 2023, where prominent individuals like OpenAI CEO Sam Altman and Elon Musk were in attendance.

Though US regulators have not yet demanded information that AI firms are unwilling to share, they have implemented an additional policy to ensure AI safety across the country. Last week, The White House announced that they will require all federal agencies to name chief AI officers to manage risk and oversee government approaches to AI. This is part of a government wide-policy called OMB that VP Kamala Harris announced last Thursday and an attempt from the White House to push the federal government to keep up with the growing AI innovations. 

Why it matters: the new bilateral agreement between the US and UK represents new ways in which countries are beginning to regulate AI universally. With AI growing at an exceedingly quick rate, companies–and government agencies–are unsure of potential drawbacks. There have been a multitude of concerns surrounding AI, from the technology posing safety risks to bias and discrimination. Regulating AI at a federal and universal level will force companies to be transparent about how they are using and improving AI technology, specifically in regards to business practices and human rights. 

TLDR: 

• The US & UK signed an agreement to work collaboratively to ensure AI is safe.

• This is the first bilateral agreement of its kind, and represents new ways countries are regulating AI globally.

• The White House also announced they will be requiring federal agencies to hire Chief AI officers as AI continues to expand.

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3. How Coach used data to make their Tabby bag a hit among Gen Z

Coach’s Tabby bag outperformed expectations in 2024–but how did it get there? In 2021, Coach set a goal to target Gen Z after concluding they favour purchasing investment pieces. In order to reach Gen Z, Jennifer Yue, VP of Coach Strategy, and Fabio Luzzi, Head of Data and Analytics at Tapestry, used a data dashboard that showed the Tabby–first released in 2019–was attracting young shoppers. 

To enter a new era for the Tabby, Coach briefed their design team according to the data to develop different versions of the bag. Coach also conducted marketing research, leading to the launch of the “Courage to Be Real” campaign with Lil Nas X. The Tabby began to gain momentum, with weekly searches for the bag increasing by 268 percent from 2021 to 2022. By Fall 2022, Coach became the most favourited handbag among US female teens. 

Why it matters: data and other technology can act as a tool for companies to target and segment audiences. In Coach’s case, Yue explained that data dashboards were the primary medium that allowed Coach to understand how they could target Gen Z consumers. In an era where consumer preferences are leaning towards customisation and personalisation, utilising technology creates an opportunity for businesses to attract consumers and attain overall brand equity. 

TLDR: 

• Coach used data to target Gen Z, which led to their Tabby bag becoming the most favourited handbag among US female teens.

• Coach’s team launched their “Courage to Be Real” campaign in an effort to target Gen Z.

• Companies can use data and technology as a tool to segment and target consumers, leading to brand success.

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4. Gen AI FOMO

We all get FOMO–even tech giants. FOMO surrounding Gen AI is motivating tech companies to invest billions into startups. Last week, Amazon announced they invested just under $3 billion–their largest venture deal yet–into the AI startup Anthropic: a developer behind the AI model Claude, which competes with GPT from Microsoft and Gemini from Google. Between Amazon and Anthropic, Anthropic will use Amazon Web Service for computing and Anthropic models will be distributed by Amazon.

The AI market is predicted to reach over $1 trillion in revenue within the decade, motivating companies–including Meta and Apple–to integrate AI into their products. Yahoo announced on Tuesday that they are acquiring Artifact, the AI-powered news app from Instagram co-founders. Despite a growing number of companies integrating AI into their services, only a finite number of companies can afford to participate in this growing market. Daniel Newman, CEO of Furtum Group, explained that tech companies have to get increasingly clever when investing in AI, especially as regulators begin to crack down on big tech. 

Why it matters: with tech giants investing large sums into AI, AI is expanding and becoming more widely integrated into day-to-day technology. In 2023, companies invested roughly $30 billion combined into 700 Gen AI deals, reflecting an increase of 260% from the previous year. Increased investments may allow advancements in AI technology, given the substantial costs associated with developing and training AI systems.

TLDR: 

• Tech giants are investing billions into startups in an effort to partake in the growing AI market that is expected to reach $1 trillion in revenue over the next decade.

• Amazon invested $3 billion into the AI startup Anthropic - one of their largest venture deal yet.

• AI is expanding quickly and becoming widely integrated into daily technology.

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5. Chanel designs digital couture for Virtual Reality experience

From high-neck gowns to tuxedos, Chanel designed a multitude of garments for the virtual reality-powered production of “Le Bal de Paris” which landed in Singapore for the first time in March. The VR experience–designed by filmmaker and choreographer Bianca Li–allows guests to wear-body tracking devices and headsets and enter the world of a grand ball. 

Set in a Parisian ballroom, users first choose outfits from a rack of virtual clothing designed by Chanel; next, guests are introduced to avatars named Adele and Pierre. The experience includes elevated dance numbers and the chance to interact with virtual audience members. Le Bal made its debut in Paris in 2021, and won Best VR Experience at the 78th Venice International Film Festival. In addition to Chanel’s collaboration with Le Bal, Chanel launched a gaming experience–Chance the Game–in January, which provides various avatars and activities for users.

Why it matters: an increased number of luxury brands are taking advantage of immersive technologies. They are granting brands an opportunity to offer customers experiences beyond the physical store, introducing new–and more sustainable–ways to enhance creativity and broaden target audiences. This enhancement and utilisation of immersive technologies reflect a new convergence of creativity and technology that have the ability to benefit businesses and their consumers in ways physical experiences alone cannot.

TLDR: 

• Chanel designed digital couture for the VR Parisian ball experience, “Le Bal de Paris” in Singapore this March.

• Attendees can try on virtual garments designed by Chanel in the experience and interact with digital audience members.

• Increased numbers of luxury brands are using immersive technologies in an effort to expand digitally.

That’s all for this week. Don’t forget to follow us on LinkedIn and sign up to our WhatsApp channel for more weekly recaps, case studies, and deep dives on everything happening across creative, culture, and technology. 

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Disclaimer- Information in this newsletter only for the purpose of sharing knowledge, news and insights.