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Refinery 29 – Fashion Popcorn Preview



































Emily contributed to ‘Revolutionary Spirit: stories from the frontline’, edited by Lucy Johnstone and published by Courvoisier as part of The Future 500 initiative. The newspaper was distributed at events, tube stations and other places throughout the latter part of July 2010.

‘In fashion we are at a digital crossroads, and now is the time for debate on what path we take, how we travel and who travels as our companions.’

Ten years ago the new millennium’s adventure was forced to pause and reevaluate its assumed path. Fast-forward a decade and our everyday reality increasingly converges and actively invites engagement with the digital world. Notably, May 2010 saw social networks overtake search engines as the most visited websites in the UK. Where once we were prepared to be redirected to our search requirements via a paid-for link, we now rely on word of mouth to make decisions about where we play, peruse and purchase online.

Fashion is not yet leading the field in digital innovation, but the potential relationship between fashion and digital media is vastly more than a handful of blogs and the odd tweet. The evolution of the digital landscape offers exciting new opportunities to harness technologies to create, communicate and engage audiences. And, as consumers, we know that there are means to converge our real and virtual lives in ways that are innovative, purposeful and – most importantly – fun. In fashion we are at a digital crossroads, and now is the time for debate on what path we take, how we travel and who travels as our companions.

We have formed Fashion Popcorn as a digital fashion salon – seeking to demystify digital, social and pervasive media, debunk the geek myths, and encourage the adoption of new technologies for creative expression and communication. We invite fashion designers, film makers and digital media practitioners to pinpoint and discuss key issues around fashion, film and digital media – and we aim to explore the potential for collaboration across these industries to foster new opportunities to maximise benefit for all of us.

The first Fashion Popcorn event takes place during Rushes Film Festival on 22nd July, at London College of Fashion, London .

Featherhouse is producing Fashion Popcorn in association with Shooting People.


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