Glamufacturing is here
Is Bella Hadid's spray-on dress more of a sign of things to come in manufacturing?
Clothing manufacturing is far from glamourous.
Tucked away behind ugly factory doors, rows of seamstresses beaver away; mass producing the world's clothing items.
The glamour side of the fashion industry only kicks in 'on-shoot' and 'in-store'.
Coperni's spray-on white dress stunt, at the end of their show at Paris Fashion Week, was an amazing display of technology for sure, but perhaps far more interesting is that it points to an exciting potential shift for clothing manufacturing.
Imagine if the process of manufacturing becomes something that isn't hidden away from customers, but is seen as the main attraction.
It's not so much the item itself that is the marvel, but the process of its creation that takes centre-stage. This subtle reframing of the value chain then suddenly transforms 'fashion consumers' into 'appreciators of creativity'.
Being seen an art snob is far more attractive than being labelled as somebody that just buys shit.
The concept of fashion 'glamufacturing' was perhaps first conceived by Alexander McQueen back in 1999, when he used robots to spray paint colours on a dress being dramatically worn by Shalom Harlow.
Hmmm - 'haute couture' meets Build-a-Bear. What's not to love?