2019: LFM's first catwalk
It was 2019 when LFM together with the Huawei company organized the first fashion show in the world where the clothes on the catwalk were the result of the creative work of a phone's artificial intelligence chipset. A unique event, called "Fashion Flair", which was attended by people from all over the world including journalists and celebrities.
LFM Spa, leader in the agency sector which has been offering logistics & retail solutions, business intelligence, events & incentive travel for more than 20 years, was able to take advantage of all the experience gained over the years during the "Fashion Flair" event to create a show that has gone down in the history of consumer electronics and the fashion world.
AI that generates fashion and clothes
Today we are much more used to hearing about Artificial Intelligence, Chat GPT, AI tools, as allies in the daily work of each of us. In 2019 the concept of AI was certainly more nebulous: it was often mentioned in the technical characteristics of smartphones but nobody really understood its potential and innovation and often, on the contrary, generated negative thoughts.
The company that first decided to really ride the concept of AI and to bring the narrative in an aspirational key and with an evolved storytelling was Huawei, then led by the Chief Marketing Officer Isabella Lazzini.
The idea behind the project was crazy and extraordinary: to use the AI chipset of the Huawei phone, train it by feeding it with photos of hundreds of thousands of fashion clothes from the last 100 years and consequently interrogate it to create sketches of clothes.
Huawei and Annakiki collaboration
Innovation and man go hand in hand, always. Artificial intelligence cannot express itself at its best if not supported by man. For this reason, to make the work of the phone even more tangible and appreciable, Huawei has decided to combine the work of the phone chipset with the mastery of Annakiki, the famous Chinese stylist, who was able to create the clothes created by the AI . «At Huawei we work every day to create projects that combine technology and human talent, to go beyond the boundaries of what is humanly possible. Artistic expression is the result of intense research, study and observation and each designer then combines these factors in a unique and distinctive way», explained Isabella Lazzini, Marketing & Retail Director Huawei CBG Italia
A memorable catwalk
To tell the story of this extraordinary collaboration to the media, Huawei chose LFM as a partner, entrusting it with an important task, the entire organization of the event, from the fashion show, to the instagrammable areas, to the management of all entertainment during the event.
LFM's touch at the event
Telling such an innovative story required the use of technology, creativity and obsessive attention to every little detail.
The choice of how to take the photos during the fashion show was one of the elements on which LFM paid particular attention. To give a hi-tech touch to even a small detail like photos, LFM decided to opt for a mechanical arm more than 5 meters high, equipped with 70 Huawei smartphones, each of which, with its own cameras, followed every step of the catwalk.
This choice was a way to integrate the story of technology within the event in a way that was extremely natural but at the same time scenographic.
All the instagrammable areas conceived by LFM made the event even more fashionable and viral, where all the participants, including celebrities from the show, posed and took extraordinary selfies.
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Conclusion
In conclusion, the Fashion Flair event has certainly gone down in history as a moment in which technology, art and fashion were married in a harmonious dance, allowing an enlightened and avant-garde story to be brought to the general public. LFM's years of experience, together with the obsessive attention to every detail, has allowed the agency to excel in the fashion world as well.