On the final Saturday night of Paris Fashion Week, BoF 500 members congregated at the Shangri-La to celebrate 2024′s inductees to the global community. The gala was attended by Ayo Edebiri, Greta Lee, Future, Gabriette, Damiano David, Normani, Gilda Ambrosio and Giorgia Tordini of The Attico, Glenn Martens, Kylie Jenner, Yseult, Victoria Beckham and Davikah Hoorne, among many more.
Since 2013, BoF has gathered together a global community of fashion’s most influential people — based on their leadership, creativity, innovation and impact — across eight categories: Designers, Executives, Media, Retailers, Entrepreneurs, Creative Class, Models & Muses and Catalysts.
This year, BoF is partnering with Shop with Google to celebrate independent designers and entrepreneurs. Culminating at BoF VOICES in November, the partnership will share best practices and lessons for success from The Attico founders Gilda Ambrosio and Giorgia Tordini, as well as explore how technology can support creative entrepreneurs.
Later this year the Milanese ready-to-wear label founded in 2016, which has more than 140 international stockists, including Net-a-Porter, Joyce Hong Kong and Opening Ceremony, and achieves an average sell-through rate of 78 percent, will launch an exclusive leather accessory celebrating the collaboration.
At the BoF 500 event, BoF spoke with Stephanie Horton, senior director of global commerce marketing at Google to discover the company’s plans with the fashion industry and why they are choosing to support independent designers. Discover her insights on the future of fashion and technology and more details about the upcoming collaboration below.
How are you supporting independent fashion brands?
Google’s journey with fashion has been one of constant evolution. For years, people have turned to Google to explore fashion trends — from the iconic Jennifer Lopez dress in 2000 that sparked the creation of Google Images to finding inspiration from their favourite shows like Emily in Paris with Lens.
We believe in supporting independent fashion brands and are hoping to create a more vibrant and diverse online shopping ecosystem for all. Just this month, we partnered with Simkhai to expand our virtual try-on tool to a new category — dresses. Simkhai is just one of thousands of brands using our technology to reach new customers and grow their business.
We’re also excited to play a role in amplifying the reach of independent fashion entrepreneurs through initiatives like BoF VOICES.
What makes independent creative entrepreneurs unique?
Creative entrepreneurs possess a unique blend of artistic vision and business acumen, allowing them to bring their ideas to life while navigating the challenges of running a business. This combination enables them to create compelling products or experiences and build a thriving enterprise around their passion.
What makes the BoF 500 community distinct?
The BoF 500 is more than just a list; it’s a vibrant community of the most exciting people in fashion. Bringing together a truly global and diverse group of the best and brightest minds — from influential designers and innovative executives to media figures and technology disruptors — it celebrates the wide range of roles and individuals shaping the industry and pushing fashion forward.
How is tech changing the fashion industry?
In particular, we see visual search and personalisation really changing how people shop. For example, with the snap of a photo, shoppers can seamlessly turn an aesthetic vision into a reality and shop from a range of designers and brands across the world, putting the latest fashion trends at their fingertips. Through the power of tools like virtual try-on, shoppers can get a more accurate picture of what a garment — whether it’s a top or a dress – will look like on them with a model that resonates with them.
This is a sponsored feature paid for by Shop with Google as part of a BoF partnership.