Technology Archives

July 5, 2024

Metamorphosis: Dialogues About Change

In collaboration with Vogue Business and eBay, Fashion Council Germany proudly introduced ‘METAMORPHOSIS — Dialogues About Change’, a new talk series as part of Berlin Fashion Week. Curated by Ann, the Content Director of the event, this series features international experts in the circular economy and the fashion industry, engaging in dialogue about the various facets and essential transformations needed in our industry.

The series took place from July 2nd-July 4th 2024 in Berlin.

We explored and learned about the changes, challenges, and opportunities in the fashion industry.

Impulse Speech: an introduction to circularity

Jasmien Wynants started off the first day of ‘METAMORPHOSIS — Dialogues About Change’ with an Impulse Speech and gave an insightful introduction to circularity, with a litle help from Kate Perry (RoaRRRRR Refuse-Reduce-Reuse-Repurpose-Recycle)

Panel 3: XR Retail Revolution: Redefining Product-Centric Shopping for Longevity and Value

In this session moderated by Jasmien, our esteemed panellists Harald Sipple (enVogue), Mike Charalambous (Threedium) and Ann Claes (Masjien) explored how Extended Reality (XR) is transforming retail, with an emphasis on product longevity and value.

Panellists discuss the intersection of digital fashion retail, consumer culture and how technology fosters deeper connections between products and consumers while promoting sustainability. Watch the panel to gain insights into the future of retail and the role of technology in driving engagement and greener customer behaviour.

“Every garment we produce digitally instead of physically is creating a positive impact, whether it’s in the design or in the communication phase” Ann Claes.

To learn more about the event visit: https://www.fashion-council-germany.org/metamorphosis

Masjien is available to add some magic to your event with content direction (format strategy, curation of speakers, project management, communication) or to act as host, moderator or panellist.

June 7, 2024

reFLEXion: mixing digital identities, fashion and tech

reFLEXion was a program mixing digital identities, fashion and technology with an exhibition, workshop, talks and events. This exciting track, curated by Ann, was held at Brousse in Hasselt, Belgium, from June 7th till July 12th 2024.

Let’s reflect on your digital identity and discover the many possibilities tech & creativity can bring.

reFLEXion explores the reflection of oneself, the assets and identities we like to flex, and a contemplation on the impact of ever-evolving technologies on how we perceive, engage with and connect with fashion at large.

You could step into the future of digital identities at this inspiring art exhibition program curated by Ann Claes, merging fashion and technology, where innovation meets storytelling and creativity thrives by craftsmanship. Designers harness the power of pixels to create wearable art that mirrors the complexities of our modern identities.

From virtual storytelling, AI generated design, digitally recreated historical garments to augmented reality showcases, an opportunity to experience the limitless possibilities of digital fashion as a creative and sustainable alternative. At reFLEXion visitors discovered how technology pushes creativity to the next level while also questioning its impact on future generations.

Let’s redefine the boundaries of what it means to exist in the digital age, celebrating individuality, innovation, and sustainability through the artistry that lies within the pixels.

Visitors reflected on their own digital identity as they explored the immersive exhibits, where digital creations became more than just visual art—they became reflections of the self in the digital realm. Visitors contemplated the evolving relationship between our physical and digital personas, and the ways in which we express and flex our assets in this new, interconnected world.

Crafting digital narratives in fashion

Technology is pushing next level storytelling and virtual identities through creativity & craftsmanship. Visitors discovered how digital fashion elevates storytelling and virtual identities to new heights. reFLEXion showcased a curated selection of designers who are unique and excel on a global level, using cutting-edge technology to push the boundaries of creativity.

Digital garments and virtual environments blend to craft immersive narratives, transforming how we express ourselves and engage with fashion in the digital realm.

Reflection. Flex. Reflect. reFLEXion.

Artists:

Tom van der Borght
Artificial Intelligems
Sarah Mayer & Swords Studio
Angelescu Studio
Assaf Reeb – Digital Fashion Archive
AVØLVE

Aykan Umut
Studio Vergult
0xVIZION
Let’s get Phygital by PXL MAD, London College of Fashion & EKA, Eesti Kunstiakadeemia

BROUSSE - www.wallisannika.com - 07 Jun 2024 - 195234 - _H7A8430

BROUSSE - www.wallisannika.com - 07 Jun 2024 - 195644 - _H7A8456

BROUSSE - www.wallisannika.com - 07 Jun 2024 - 195919 - _H7A8475

BROUSSE - www.wallisannika.com - 07 Jun 2024 - 203948 - _H7A8561

BROUSSE - www.wallisannika.com - 07 Jun 2024 - 204121 - _H7A8577

BROUSSE - www.wallisannika.com - 07 Jun 2024 - 204419 - _H7A8598

Brousse is not just a location, but a unique connection point where young emerging talent and established values from the (Belgian) creative industry come together. From art lovers to foodies, (creative) entrepreneurs, students, families and young people, everyone is invited to participate in our various activities and events.

At Brousse everything revolves around encounters. reFLEXion had several amazing moments – including an opening reception, brunches and a closing party – where art, music, food and good conversations mix.

Cross-pollination is central to the story of Brousse, where young and old meet and together bring creative ideas and innovative projects to life. An initiative by UAU Collective, creating a World of Wonders through architecture and cross sector collaborations.

Interested in setting up your own track, exhibition or meetup and want some Masjien-touch? Reach out!

March 23, 2024

Flanders Technology & Innovation Antwerp

The first edition of the FTI festival took place from March 15 to 24. The Ten Days of Tech put innovation and technology in the spotlight. 177,500 visitors immersed themselves in the latest technologies.

Masjien was curator of the fashion track in Hasselt and Antwerp.

On Saturday 23 and Sunday 24 March 2024, creativity, technology and innovation came together in Antwerp during the FTI Closing Festival. Enthusiasts took a look at the future of Fashion, Energy, Health, Mobility, Nutrition, Education, Digital life, Data privacy and Entertainment. The closing festival was an experience trail for young and old through the city and took visitors into the wonderful world of technology and innovation.

The fashion track was located in the Lotto Arena and had 3 parts that each showed different cases:

Fashion & Tech: innovations in the fashion sector
Circularity: how to make the sector more beautiful with sustainable initiatives
Future Front Row: the holographic fashion show

Some highlights

Fashion & Tech: innovations in the fashion sector

3D knitting machine from the Antwerp Design Factory, part of the University of Antwerp.
AR effects by Playar and Sarah Mayer.
The Masjien office, a nice summary of the tools, skills and possibilities a fashion designer has at his or her disposal today to design and do business in a future-oriented manner.

Circularity: how to make the sector more beautiful with sustainable initiatives

The Limburg Six showed their projects here, such as the apple leather look by Sander Bos, the DIY bag by Jordy Arthur and the backstage of a fashion show styled by Marie van Puybroeck, who proves that sustainability can also be colorful and inspiring.
Handbags made from mycelium, a collaboration between MycaNova and Lies Mertens
The non-vending masjien, a vending machine full of objects that encourage sustainability or are made according to circular principles. On top of that, you plant a tree in the Masjien forest with every purchase and we create impact together.

Future Front Row:
Every hour you could join the holographic fashion show, an inclusive and creative experience that lets you experience fashion in a different way. A digital fashion show as a sustainable alternative and creativity without limits.

We launched the very first holographic catwalk of a historic riding costume from the archives of MoMu Antwerp. A project initiated by Masjien, developed by d’Archive in collaboration with digital textiles from Bakermat and a custom-made soundscape by Lola – Lolalita – Ilegems.

At FTI Antwerp you could discover 26 installations that demonstrated how innovation can drive the fashion sector.

Of course Masjien loved putting together this programme, pushing buttons and boundaries, taking as many people as possible on this fantastic journey to a more futureproof sector.

March 20, 2024

Flanders Technology & Innovation Hasselt

Masjien was curator of the fashion track in Hasselt and Antwerp

From Saturday 16 until Thursday 24 March 2024 circularity took over Hasselt during the FTI festival.

During this inspiring event, attendees discovered the significant impact clothing has on the environment and explored innovations making fashion more sustainable and beautiful. Through a variety of installations, workshops, and talks, the track showcased progressive brands, new revenue models, and cutting-edge technologies.

The track was open to the general public and included a special B2B offering. Ambassadors of this track, the Limburg Six, contributed their own installations and were joined by a network of partners including VITO, Stad Hasselt, Thomas More, Flanders DC, Avansa, Befrako, Cosh, Swishing Belgium, and more.

Visitors could explore a wide range of activities at Z33, the Fashion Museum, La Bottega, and throughout the shopping streets of Hasselt.

Exhibitions & Installations

Projects by the Limburg Six: Discover the innovative work of our ambassadors.
Expo “Color Confidence”: Learn about future-forward textile dyeing methods.
Decision Tree: Find out what to do with clothes you no longer wear.
VITO’s Real Cost Simulator: Calculate the hidden ecological and social costs of your T-shirt.
Nanex Demonstration: See how to better protect your clothes, wash less, and reduce your carbon footprint.
Masjien’s ‘Non-Vending Machine’: Experience a unique installation where you pay to buy nothing.
SCIRT & INFINITEX Research Projects: Explore the future of textile recycling and new revenue models in fashion.

Interactive Activities & Workshops

COSH Shopping Card: Discover Hasselt in a sustainable way with our new shopping guide.
Swishing Clothing Exchange: Swap your pre-loved clothes for something new-to-you.
Upcycling Workshop: Create a unique bag from old city banners and flags, designed by fashion designer Jordy Arthur in collaboration with Avansa.
Creative Studio by Stitchlie: Learn upcycling and repair skills, powered by Befrako
VITO Knowledge Quiz: Test your sustainability knowledge with an interactive installation by VITO.
Children’s Book Open Studio: Step into the world of “Do Trousers Grow on Trees?” and weave your own dream catcher from old textiles.

Short Lecture Series by Tessa Borrenberghs: a series of insightful talks titled “The Impact of a Good Product.”

Engaging presentations by the Limburg Six ambassadors

Explore a different perspective on circularity with the ‘Limburg Six’ — six fashion entrepreneurs and friends who bring creativity and innovation to sustainable fashion. Guided by the Hasselt Fashion Museum, each ambassador has developed a unique and inspiring installation showcasing their vision of circular fashion.

March 19, 2024

Mode Meetup: Impact Talks

On Monday, March 18 2024, the ‘Mode Meetup: Impact Talks’ took place, a part of FTI Hasselt that was put together by MASJIEN. Companies from all corners of the ecosystem shared insights about a circular fashion industry and what you need to know as a fashion entrepreneur or retailer for the future.

Discover the future of textile recycling, new business models and the cost of sustainability. We not only look at technological innovations, but also at the role of the customer. What hinders them? Who really cares about sustainability?

Panel discussion: Will we recycle our way out of trouble soon? with Frank Dingemans (Kringwinkel Antwerp), Julie Lietaer (European Spinning Group/Ariadne Innovation), Tom Duhoux (VITO) and Jasmien Wynants (MASJIEN) as moderator.

Panel discussion: How does the customer view sustainability and what is the role of fashion brands? with Peter Perquy (DurorGroup – Terre Bleue/Zilton/Gigue), Charlotte De Vooght (Filou & Friends), Sara Kovic (Okret) and Simon Gryspeert (Flanders DC) as moderator.

Panel discussion: What is the role of retailers and fashion designers towards a sustainable future? with Jordy Arthur, Marylène Madou and Matteo La Rosa from the Limburg Zes and Ann Claes (Masjien) as moderator.

This meetup was organised by MASJIEN as part of the Flanders Technology & Innovation Festival in Hasselt. MASJIEN did not only organize this B2B event, but was also curator for a full blown B2C track inspiring the broad audience on circularity in the fashion system. Check out more here.

In partnership with VITO, Stad Hasselt, Thomas More & Flanders DC

February 23, 2024

The Circular Fashion Track for FTI Hasselt on TV Limburg (Belgian news)

Jasmien was recently invited by TV Limburg together with Evelien Dils from VITO to talk about the circular fashion track for FTI Hasselt our ambassadors, the Limburg Six and about the importance of sustainability in general.

Being featured on a programme like this feels like a big win! Not because we can see MASJIEN on tv (which is a nice bonus, we’re not going to lie), but because most consumers are not too aware about the impact of the fashion industry yet.

Curator for the circular fashion track for FTI Hasselt

We are so excited to be the curator of the circular fashion track for FTI Hasselt! It’s great to combine all the knowledge and knowhow of all these people, companies and brands and to translate it into something that is not only feasible for everyone, but to also get people excited about sustainability. We cheers to that, right?

TV Limburg also showcased COSH and visited La Bottega Hasselt, where visual installations by the Limburg Six will be revealed during FTI. Finally you get a view behind the scenes with Marylène Madou as one of the ambassadors of our track.

On the 16th, 17th and 20th of March you can discover the beauriful repair patches Marylène Madou created from leftover fabrics at Z33. Repairing and customizing clothing is one of the paths towards a more sustainable fashion landscape, so this is the perfect activity if you have some pieces that you’d like to repair.

January 15, 2024

FTI In Antwerp Announcement in Gazet Van Antwerpen

We’re thrilled to announce that our upcoming event, Flanders Technology & Innovation Antwerp, has been featured in Gazet Van Antwerpen! This coverage highlights FTI’s mission towards innovation and technology in the fashion sector.

The article provides details about how FTI started, why it’s such an important festival and some sneak peaks of the Final Festival. It’s a great recognition of the impact we aim to make with this event, and we’re grateful for the opportunity to reach a wider audience through this feature.

Click here to learn more about FTI Antwerp

December 28, 2023

On stage interview by Ann at Fashion Talks Antwerp

Fashion Talks is the most relevant conference about the fashion industry and how it really works and evolves. It gives you a view behind the scenes of one of the most inspiring industries. This biannual conference (hosted by Flanders DC) welcomes about 800 fashion professionals in Antwerp every 2 years. In 2019 they invited Jasmien on the main stage for a keynote speech, for the 2023 edition Ann hosted an interview with Lena-Sophie Röper, Design Director of Zalando.

The shift in consumer expectations

In this interview, Ann discusses the changes of expectations and demands of the online customers today. We see a shift from a focus on transaction – making it fast, easy and thrust worthy – to engagement – creating value and experiences towards the e-commerce users. This shift is translated strategically to a clear focus on elaborating the designer offering. Of course Ann was also highlighting the technological projects Zalando is piloting, such as the Virtual fitting room with personalised avatars and the Fashion Assistant, a chatbot powered by Chat GPT. Lena-Sophie told the audience of Fashion Talks more on Stories by Zalando, a curated inspirational content section they develop in close collaboration with their Highsnobiety team.

December 23, 2023

Interview Scandinavian MIND: Fashion Talks in Antwerp

Scandinavian MIND broke down what happened at the Fashion Talks in Antwerp; where leading industry voices came together to discuss how tech enables transformation. Industry visionaries at McKinsey & Co, Ellen MacArthur Foundation, and Masjien lay out the roadmap for the forthcoming changes happening in fashion, leading towards growth and circularity.

Representing Masjien: Ann Claes

Scandinavian MIND is the magazine covering the intersection of lifestyle and technology. They believe that convergence of different fields is the way forward for technology, fashion, design, entertainment, gaming & other industries.

December 5, 2023

Column by Ann for De Tijd: Will conversing with AI friends become the norm?

A monthly view on technology, shared by Ann Claes for Belgian newspaper De Tijd.

Avatars are more than toys for children. They are increasingly being developed into powerful digital tools.

November 2, 2023, De Tijd

What first comes to mind when you hear the word “avatar”? The blue creatures from James Cameron’s science fiction films? Or maybe you think of Aang, the bald character from the Nickelodeon series “Avatar. Or do you think of avatar lookalikes on Instagram for your stories? Or rather game characters?

As recently as 38 years ago, ‘avatar’ had only a spiritual meaning. The Sanskrit word “avatar” literally means “the descending one,” referring to incarnations of divine beings in human or animal form who bring peace and balance. That changed in 1985 with the computer game “Ultima IV: Quest of the Avatar” or with Neal Stephenson’s cyberpunk novel “Snow Crash. The creations in the game and the novel already exude a little less calm and balance.

This year, 16,800 research articles were published already on avatars. These studies range from the best technological evolutions to the impact and psychology behind them. Technological evolution is moving fast, our society and regulations are still lagging behind.

A new era where adopting multiple identities and conversing with AI friends may become the norm.

Avatars are evolving into powerful digital tools, customizable and versatile, present in online worlds and marketing strategies. Some of the best-known avatars are virtual influencers such as Lil Miquela and Imma, the product of marketing teams. Consider also rapper Travis Scott, whose virtual concert in the online game “Fortnite” reached more than 27 million visitors and generated millions in digital merchandise.

A shift is underway from role-playing games coordinated by filmmakers and game developers to applications in the metaverse where users take much more initiative. Users are creating impact themselves, and that can have both positive and negative consequences. We are at the dawn of a new era where adopting multiple identities and conversing with AI friends may become the norm. “Creating an avatar should be as important a step as the birth of a child and should not be reduced to clicking a few buttons,” writes researcher Heera Shin. Awareness already seems urgent to me.

Artificial Intelligence and the development of avatars

At the same time, there are everyday applications that give me aha experiences. Consider the use of avatars to optimize e-commerce, such as the start-up Lalaland. Which allows clothing models to be created with AI, acting very inclusively through numerous body types. Better visualization can lead to better choices, more sales and fewer returns.

Artificial intelligence is accelerating the development of avatars today. The movie “Her,” which received an Oscar in 2013 with a story about a man who develops feelings for his virtual assistant with a female voice, seemed to show a distant future a decade ago. ‘Be Right Back,’ the best episode of the ‘Black Mirror’ series, depicts the next variation of an avatar: a deceased person brought back to life virtually. The “digital descendant” is ready for a new chapter with his digital identity. With this, I like to tip off possible new references for the word “avatar,” beyond blue mythical creatures.

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