A platform to inspire and enlighten emerging creatives on fashion forward technologies
Mel Wallis
ABOUT THE MAGAZINE
WHAT DOES IT DO?
Allows something that’s functional to also be beautiful Makes aware a wide scope of possibilities Demonstrates what technology can really do for Fashion Inspires people to innovate through technology; create new ways to express themselves and find their own demand
HOW DOES IT DO IT?
Augmented Reality: scan the pages to reveal the unseen Connects the Fashion and Technology communities Starts a dialogue between innovators and established players in the space as well as academia Blends innovation with tradition cultivating new expressions of creativity
WHAT DOES IT REPRESENT?
Making technology a more seamless part of life How technology will significantly change the way we interact with the world around us
THE CONCEPT
WHAT IS IT?
A source of inspiration for makers and creatives from all walks of life (whether you’re interested in tech or not)
WHAT IS IT A RESPONSE TO?
Becoming less about function and more about feeling A lack of mainstream awareness around the really innovative technological advancements taking place that affect the fashion industry Continuously seeking more from our products Wanting things and experiences that appeal more to our senses
WHAT DOES IT AIM TO DO?
Enable fashion to reinvent itself through technology Go beyond the functional to enhance wellbeing and create meaning and experience Start a discussion around how technology can start to be integrated in to our lives without sacrificing our basic human connections Foster interest in and social acceptance of wearables
WHAT DOES IT AIM TO DO?
Encourage women to get involved with technology through fashion Help to shape the market area, encouraging people to see the huge opportunities and the ways in which these could be realised To reach out to a new demographic To provide readers with beautiful imagery around fashion tech
WHAT IS IT’S USP?
Mixing both analogue and digital elements together Blurring boundaries between the real and digital worlds Collaboration between technology and fashion
WHAT AREN’T WE?
A Gadget Guide
HOW DOES IT STAND OUT?
First magazine of it’s nature Created by an already trusted and established brand; Wired Through an intriguing front cover An accompanying app
WHY DOES IT EXIST?
As a reference point for creatives To speed up the adoption of smart fashion Instil a sense of excitement in to the consumers To show that the physical and digital can co-exist
HOW IS IT TIMELY?
Technology is always developing Information provided on trends shows it is always future thinking We are currently experiencing a fashion revolution because of technology
THE DESIGN
WHAT MAKES IT SIGNIFICANT?
Soft tech; a delicate strength Working in print can build a different, more desirable relationship with readers than online Highly feminised colourways Beautiful imagery that can be torn out to create moodboards/posters A5 size makes it portable
WHAT MAKES IT TIMELY?
‘Feminised’ tech; trying to deliver a more human and emotional tech experience Experimental and highly tactile design will become infused with the look and feel of the internet An enchanting personification of design as everyday objects are animated into life
WHERE DOES INSPIRATION COME FROM?
EVERYWHERE
WHAT IS THE PURPOSE OF THE COVER?
To be coffee table worthy To be ‘instagramable’ To grab your attention on a shelf filled with other magazines To be highly stylised To hint at what’s inside
IS IT CONSISTENT?
Mixing both analogue and digital elements will be a predominant theme across all platforms; Digital assets and social media will be balanced out by physical events, briefings and the physicality of the magazine itself
THE JOURNALISM
WHO CREATES THE CONTENT?
The ‘Wired’ Team Contributors from the following sectors: Art Design Technology Fashion Film Education Business Retail Textiles Manufacturing Media
WHAT IS THE TONE OF VOICE?
Informal Conversational Light-hearted Informative Understandable Celebratory Upbeat
WHAT THEMES ARE EXPLORED?
Smart Fabrics Wearable Technology Retail Embedded/Implanted Tech Cultural Events Trend Forecasting Textile Innovation Manufacturing
THE DISTRIBUTION
HOW IS VISABLITY ENSURED? Pop-up events across universities Daily Briefings Runway Shows Interactive Billboards Social Media Word of Mouth Email Newsletter Press
WHERE IS IT AVAILABLE?
WHSmith Waterstones Ideas on Paper & Other Stories Stations Special Outlets
FIGURES
All of the following will be monitored: Number of copies produced Number of subscribers (by post and online) App downloads/usage Sale figures Social media engagement
READERS
Innovation cravers that want to be inspired Those who need a break from reality but in the physical world Open minded Future thinking Creatives & Makers
ADVERTISING
Kept to a minimum One double page advert per section Relevance is key Must benefit the reader as well as the advertisers Must create a smooth transition between adverts and articles
THE APP
WHAT IS THE PURPOSE?
To bring the garments to life, show their full potential To further explain the narratives Give more of an indication in to the capabilities of the designs and materials Provide the viewer with more of a tactile experience
WHAT ARE IT’S FEATURES?
Provides reader with extra information/ back story, video content, behind the scenes, production details Triggers additional info such as animations and conceptual films Free app Hidden interactive content