A further solution: The NeXR Fashion app determines the perfect size, and the virtual fitting guide finds the right apparel for the customer. With virtual fitting, the customer can see the apparel directly on the avatar and gets a three-dimensional impression of the new outfit.

• World Premiere at Berlin Fashion Week: H&M announced collaboration with NeXR Technologies SE at Wear It Live’s FashionTech conference.

• On Thursday, 21st of January 2021, the 10th edition of the online event series Wear It Live took place targeting the topic of “Fashiontech”. More than 400 people from all over the world signed up for this interactive conference, which took place as part of the Berlin Fashion Week.

Oliver Lange, Head of H&Mbeyond, outlined how a collaboration between a major global brand such as H&M and start-ups successfully works, and provided a detailed discussion of challenges and opportunities. Oliver Lange also announced their new collaboration with the start-up NeXR Technologies SE. Through this partnership, they are developing a virtual fitting solution – a “digital fitting room” – where shoppers can virtually try on items of clothing

Antje Hundhausen: Vice President of Brand Experience at Deutsche Telekom, gave insights on the possible future role of Deutsche Telekom AG to be the enabler of a new industry that is currently in development. According to her, the services and new applications in tech-enabled fashion have a strong demand for IoT solutions and 5G connectivity.

FashionTech’s thriving start-up scene

• For example, Presize joined to demonstrate their use of artificial intelligence to find the perfect clothing fit, just by using the smartphone’s camera. It doesn’t just aim to make shoppers and businesses happy, but to reduce the waste and energy consumption from when shoppers return clothes that don’t fit.

• Start-up Lumeo Tech discussed that while there are many innovations in the wearable technology market, companies struggle with how users should actually wear them on or close to their body. They introduced their Lumeo Loop, that makes it possible to attach anything on any fabric. The innovation does not damage fabrics, and can support appropriate amounts of weight.

Breakout Sessions

Re-Fream is a fashion innovation research project supported by the European Union’s Horizon 2020 research and innovation programme. Presenting six of their FashionTech artists and hosting three break out sessions, the project invited artists and designers to connect with scientists on common ground to rethink the fashion industry’s manufacturing process.

The event was organised by Wear It Berlin and supported by their partners Projekt Zukunft and Berlin Fashion Week as well as the Re-FREAM project by the European Union's Horizon 2020 research and innovation programme.