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Technology brings fashion business to life at RAFW

Technology met fashion at Rosemount Australian Fashion Week and editor Jen Bishop went along for a look behind the scenes.

Hewlett-Packard (HP) and Intel partnered with leading Australian designer Dion Lee, who says technology influences his designs. HP and Intel have worked with him to create a video look-book of his latest collection, which will now be released following its unveiling at Rosemount Australian Fashion Week (RAFW) yesterday.

Lee says: “The line between technology and fashion is closer than ever before; you can’t have one without the other. Technology plays a vital role in the fabrics I use, the patterns I create and in the way I run my business. I was excited to partner with HP and Intel to create a behind-the-scenes video and tell the story of my collection.”

The partnership with Dion is an extension of HP’s global ‘Everybody On’ campaign, which demonstrates how creative passions are made possible by technology. At RAFW, HP and Intel helped bring to life Lee’s collection as well as more than 130 of Australia’s most talented designers. “We’re so excited to be partnering with Dion Lee,” said Janice Cox, Vice President, Personal Systems Group, HP South Pacific. “Fashion Week is a celebration of the most creative people in Australian fashion and Dion is definitely leading the way. The partnership reflects HP’s passion for creating technologies that release the creative potential in everyone.”

HP and Intel brought a wealth of technology to RAFW. They ran a specially designed social media installation which delivered real-time Twitter updates, photos and videos to the event, allowing attendees to track the trends and contribute to conversations as and when they are happening. Then they built an RAFW first: the HP + Intel Designer Directory. The directory uses HP’s recently launched Touchsmart 610 PCs, to provide attendees with information for all 130 designers including lookbooks, contact information and videos from their previous runway shows through an easy use touch interface. Attendees can print, email and save ‘must have’ content on all their favourite designers.

HP also gave budding fashion blogger Jessica Stein (of Tuula Vintage) front row seats to all the major shows after she won their Facebook competition.

The HP & Intel Media Lounge powered by Intel’s 2nd Generation Core Processor family, provided a full-service working media space in the centre of the action. For the first time, the media centre contained a custom built ‘Blog Bar’, available to attending press, enabling them to capture their perspectives on the trends, craftsmanship and all the glamour of the week. “Technology plays a big part in making Fashion Week happen,” said Kate Burleigh, Intel Australia.

Jen Bishop

Jen Bishop

Jen was the publisher at Loyalty Media and editor of Dynamic Business, Australia's largest circulating small business magazine, from 2008 until 2012. She is now a full-time blogger at The Interiors Addict.

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