Fashioning the future

Sonya Lennon and Brendan Courtney plug in their digital crystal ball to predict how we will look and shop in 20 years time

Sat, May 17, 2014, 01:00

What is a biometric scanner and how will it be used?
Brendan: “The future is about being able to buy garments and accessories that you can customise and personalise. A biometric body scanner can take up to 200 measurements to give a true sense of your shape and find brands that will fit it, or have garments custom-made to fit your exact shape.”

So a biometric scanner will deliver perfect-fitting clothes and make me feel like a goddess?
Sonya: Maybe not, but customised shapewear might.

Do you mean suffocating sausage-skin like undergarments?
“No! Imagine underwear that is custom-made to fit your exact shape and takes into account the different shape of each of your breasts. Bras that could make your breasts as perky as you wanted them to be on that particular day without padding. Imagine bottom-lifting underwear that is actually invisible, so as well as getting a derriere like Kim Kardashian you will be able to wear those tricky silhouettes with cut-out shapes, low backs or low sleeves.”

Where will retailers get their information about what we want?
Brendan: “Military-style data tracking will replace trend forecasters in informing what fashion does next. And speaking of military, an invisible fabric created for combat is already being trialled in ready-to-wear. The fabric appears opaque and has weight to it. When you wear it, chameleon-like, it mimics the environment around you, whatever form it takes. It’s a very modern take on Harry Potter’s Cloak of Invisibility.”

Sonya: “Data will be more valuable than money. As big business amasses knowledge on the consumer it will be working harder to give the consumer what they want and also to continue to get them to spend more money. They’ve already identified 27 different types of shopper . Shoppers will become further divided into knowers and unknowers, the former becoming hunters of new cool labels, accessories and so on – and they will be rewarded for their knowledge.

Aren’t supermarkets already doing this?
Sonya: Yep, and Karl Lagerfeld has plugged into this, presenting next season’s Chanel ready-to-wear collection in a supermarket setting. The supermarket is now the laboratory of consumer behaviour, tracking your every move. Retinol scanners document how long your eye lingers and notes what you look at.”

Finally, heels that don’t hurt: tell me more
Sonya: “It never ceases to amaze how badly functioning so many expensive shoes are. You pay a lot for their design but the functionality is not there. The future is biometrically designed shoes customised to the shape of your foot, a virtual cast that you can return to to have designs personalised to your requirements. So we should finally be able to run in high heels.”

To celebrate the launch of Frockadvisor Sonya and Brendan have declared next Thursday to be Fashion Independence Day, when boutiques will break open the bubbly, invite customers to see their summer collections and offer special introductory discounts. For more, download the app at

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