No Editions, courtesy of No Editions

NEW YORK, United States —Back in March 2008, when Fast Company published a report on “The World’s Most Innovative Companies,” not one fashion or luxury brand (or their parent companies) made the list. This is unfortunate, not least because many of the world’s most successful fashion and luxury brands have a strong heritage of experimentation and innovation. (Louis Vuitton, for example, began by creating a lightweight, airtight trunk of a kind the world had never seen). Only a few months ago, this lack of innovation may have looked like a missed opportunity. But in 2009, it seems positively suicidal.

In today’s tough economy, many fashion brands face an existential choice: innovate radically and re-energise consumers with new thinking, new ideas and new products — or risk failure. Radical innovation means reinventing what fashion can be.  And nowhere is radical innovation needed more than in fashion’s approach to new digital technologies.

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