Coperni Presents Tech-Focused S/S 20 Collection in Apple Store Presentation
French womenswear brand Coperni choose to forgo the usual catwalk show, presenting their S/S 20 collection via an Apple Store talk.
French womenswear brand Coperni choose to forgo the usual catwalk show, presenting their S/S 20 collection via an Apple Store talk.
Coperni, headed by ex-Courrèges creative directors Sébastien Meyer and Arnaud Vaillant, showed a series of looks at tech giant Apple’s store on the Avenue des Champs-Élysées for Paris Fashion Week. For their second collection since relaunching the brand after a two year hiatus, the duo presented a public talk on 24th September to accompany a video presentation showcasing the garments made by Coperni’s content director Cecile Winckler. In a climate of increasing dissatisfaction with the typical fashion week model, this is a novel move from Meyer and Vaillant, one that lends itself not only to presenting a collection as it would be first perceived by digital customers, but allowing for detail on the collection ethos and construction.
During the conversation with the designers, which explored the materials and technology used in the collection, the audience (made up of members of the public) were able to view the S/S 20 collection, which features a denim jacket with ruffle trim inspired by Instagram filters, fine knit tops embroidered with the wi-fi symbol, textured mini dresses featuring a signal wave patchwork, transformable slingback kitten heels and a baby blue slogan tee adorned with ‘sleep, rave, repeat’, like the 2013 Fatboy Slim, Riva Starr and Beardyman song. Also seen in the collection were unisex tailored suits, whose lining included QR codes allowing wearers to trace the origins of the wool used in collaboration with luxury fabric mill Dormeuil.
This merging of technology and fashion is not a new concept to Meyer and Vaillant. A bag shaped like the airplane mode switch on an iPhone from Coperni’s A/W 19 collection has already become a best-seller and the pair’s time at Courrèges saw the creation of coats with heating pads powered by a battery that plugged into an iPhone charger.
Several other brands are embracing the tech world with Yang Li presenting a 3D animated experience for their recent S/S 20 show and Saint Laurent teaming up with Google to create an interactive backpack.
