HiperAsia, reflection about fashion hyper production
For those who say that fashion is boring! Or those who say there are no solutions to end all those practices that are destroying our planet and continue looking the other away when anyone mentions the type of fashion that has children working 10 hours a day.
In the Madrid Mercedes-Benz Fashion Week there’s a brand that captivated us until we were rendered senseless. It’s called Wellness and it’s the winning company of the seventh edition of the Samsung EGO Innovation Project. It presented HiperAsia, an eclectic collection that incorporates information and access to digital content into the garments.
We, who are dreamers to the core, can already imagine a new world. A world in which we can scan the label of the shirt we liked with our phone and connect with its origins, its humanity and eco-responsibility stamps… How wonderful!
The HiperAsia collection incorporates information in the looks through NFC technology through chips integrated into the garment, taking a step further in the link between fashion and technology.
HiperAsia is a transversal and eclectic proposal that aesthetically portrays a reflection on the hyperproduction and massification of the fashion industry with a proposal of eclectic notes composed by unisex looks. Technologically, each garment in the collection incorporates information points integrated into the fashion garments themselves. Each of these different points, which are accessed through NFC contactless technology built into Samsung Smartphones, allow access to different portals and digital content, among which you can find the HiperAsia virtual world.
The scenery that took place during the Wellness Show submerged the audience into the HiperAsia universe, which was projected during the show and which interacted live with the Canary Island producer and musician El Guincho. The artist wore a suit with MoCap technology which captured the movement of his performance and recreated it into an animated character from HyperAsia’s projected universe.
This is for you, Manuel Mourentan, the company’s designer. Thank you for inspiring us!
