Viral Style: Wearable Tech Catwalk Shows And Clothes-Tagging Apps

A weekly roundup of what's going on at the intersection of fashion, tech, and the web.

WEARABLE TECH COUTURE SHOW OF THE WEEK

OK, so what with men’s, women’s, Spring/Summer, Autumn/Winter, Resort, Pre-Fall and so on, does the world really need ANOTHER type of fashion show? CuteCircuit might well have just changed our mind—they’ve just staged the world’s very first wearable tech haute couture catwalk. Unlike some of the clunkier attempts to bridge the fashion/tech world designs were as stylish as they were savvy with innovative uses of LED fabric. Kinda impressed tbh, but how do you wash it?!

BRAND TAGGING APP OF THE WEEK

Is it still acceptable to say 'swag' in 2013? Well either way, there's a new app out that's stepping photo tagging functionality up a notch—a social media app that tags the pictures you take with the fashion brands you're wearing in them. Taking a casual selfie of yourself eating breakfast? Swaag,it (:/) will recognize that Hood by Air snapback/Versace tee and be sure to share it with your followers. Not only is it a great way to show off your style, it's best feature lies in battling other users to see who has the most URL outfit, er, swag. Using one of your own pictures, you can battle any other photo in the app you like, whether it’s some new fresh kicks, or some joker pulling up his tee in the bathroom—it’s up to the online community to decide whose looks are going the hardest. Reckon you’re game enough?

SPORTSWEAR TECH OF THE WEEK

Truth time: We've been slacking on our gym game lately. But that doesn't mean we can't appreciate those who look to make exercise easier for the people who do—enter Nike's new Aeroloft apparel technology. Using movement-activated ventilation and laser-cut perforations, the Aeroloft 800 vest has the ability to keep the wearer warm without overheating when he/she is out on a run, effectively solving the insulation vs ventilation problem. Cool (or hot) right? The tech will be applied to a range of sports categories in the near future, so stay tuned.

FASHION FILM OF THE WEEK

We’re fully paid up fans of the Opening Ceremony catwalk show directed Parisian brand

Kenzo—

they’re def a label who knows how to work a campaign (remember

Electric Jungle

?) and work a bit of the Viral Style aesthetic into their fashion language. For their A/W13 campaign they’ve gone for a real double whammy, half with a

sick collab shoot

 with the always awesome art direction/magazine touch of

TOILETPAPER

, and the other half with this new fashion film called

Cloudbusting

. Directed by

Partel Oliva

, the abstract vid combines stunt riding (and showing off those new season threads), and was inevitably inspired by the cloud motifs that appear throughout the collection.

William Edwin Wright and Charlotte McManus are creative director and editor at LOGO, respectively. LOGO is a London-based collective of stylists, photographers, designers, and directors specialising in making creative fashion content for the internet and beyond.

@williamewright

@char_mcmanus

@logoculture