Apple

Brands are using them for design tasks, in their marketing, on their e-commerce sites and in augmented-reality experiences such as virtual try-on, with more applications still emerging.

These new shows are highlighting that fashion is intrinsically shaped by its social, historical and political context and are offering brands a new channel to introduce their businesses to consumers.

Mytheresa, J.Crew and E.l.f. Cosmetics are among the retailers to have developed apps for the newly launched ‘spatial computing’ headset as they try to leverage its capabilities for more immersive, emotional shopping experiences.

Dior veteran Olivier Bialobos has balanced heritage, innovation and unprecedented scale as he steered communications through the tenures of a succession of designers and three CEOS. "Desirability — not just visibility— has to be the target," he told BoF in The State of Fashion 2024.

Apple’s new Vision Pro headset isn’t just the tech giant’s idea of a fun, new product. It’s a bet on the future of computers.