Deutsche Telekom connects people. Not only through its networks and mobile technology, but also through experiences. Today, the question is: What comes after the smart phone? How will people connect with each other tomorrow? One answer is obvious: close to the body, at the interface between fashion and technology. To explore and help define this booming future market from the start, Telekom teamed up with MUTABOR’s Identity Design division to create the “Fashion Fusion” initiative to turn visionary “wearable tech” concepts into reality. The aim was to develop intelligent fashion that will enrich people’s lives in the long term.
The heart of the initiative was an international ideas competition in which up-and-coming fashion designers and experts in various technologies got together with young start-ups. The participants came from all over Europe. Firstly, a jury of leading representatives of the fashion and technology industries produced a short-list. These then worked on their prototypes for three months in the Fashion Fusion Labs in Berlin, supported by international coaches and partners. Finally, the three best ideas were each presented with an award at Fashion Week Berlin. The prize is that Deutsche Telekom and its partners will develop the prototypes for a market launch.
The design concept is based on the principle of “Codes of Beauty meet the Beauty of Code”. On the basis of the Telekom corporate typeface, a design cosmos was created at the point of contact between programming code and woven fabric structures. However, corporate design is only the visual common factor. What makes the project unique is the consistent teamwork between the client, the agency, the partners and the network of supporters, coaches and teams. This created a new platform that not only generates exciting brand content but also renews the brand itself. With Fashion Fusion, Deutsche Telekom is laying the foundation stone for its role as a digital lifestyle brand for the future.
Fashion Fusion Lab
The finalists were able to develop their concepts further in the Fashion Fusion Lab in Berlin. They were supported in this by international coaches from fashion and technology companies.
Challenge & Jury
120 concepts from 25 countries were entered in the competition and were assessed by an international jury of fashion and technology experts. The 12 best teams were then able to turn their ideas into prototypes in the Fashion Fusion Lab in Berlin. Finally, 3 winners were honored at an Award Show at Berlin Fashion Week 2017.
Corporate identity, Corporate design, Communication, Photo production, Digital branding, Motion graphics
Exhibition stand, Event communication
Strategic concept development, Strategic workshops