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Elektrocouture

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Fashion’s current atmosphere is continuously progressing, and braced for bigger breakthroughs. New collaborations and projects have opened new fronts to let wearable technology and sustainability cross paths. Elektrocouture is one such experiment. A fashion technology house that showcased its designs at Lakme Fashion Week, it creates wearable technology that is bendable and washable to make fashion feel comfortable, beautiful and secure. Like other designers use colours, cuts and fabrics, Elektrocouture uses light technology. Here are excerpts from our conversation with founder Lisa Lang.

How did Elektrocouture and Friends come together to evolve fashion tech? What inspires you?
Everything started with my personal frustration. I’ve been working in the technology world for ten years—in a male dominated environment. I never really had a problem with it— except that the ‘tech-uniform’ was/is T-shirts and jeans. I never wear T-shirts and jeans. I’m always fingernails, lipsticks, high heels— and a technology nerd. When I started Elektrocouture, there was nothing in the market for women like me— high-tech but fashionable. I want to enable strong women to show their love for technology without looking like circus ponies. So, there was nothing in the market I like, thus I just started to build it myself and it’s been amazing. Women really respond to our designs because we’re making emotional technology, beautifully designed and crafted with smart technology which doesn’t turn you into a robot.

Fashion and technology have joined forces to redefine the future. What sets you apart from other fashion tech houses?
We’re a fashion technology house with a focus on ready-to-wear collections. Lots of other fashion tech designers just produce single pieces and don’t focus on ready to wear (mostly because they just can’t due to issues in manufacturing and washable technologies). Furthermore, we also collaborate with fashion and technology partners in order to develop new products together. I strongly believe only together we can make the next step into the serious market. And last but not least, we teach and educate students in our internal fashion tech academy. With that we’re never a competition, we’re always family.

You earlier sold your designs on Etsy and then on ASOS. Do you foresee a commercial market for fashion tech?
Etsy was an experiment which we tested and moved on very quickly because ASOS invited us to move on their platform. That was really great for our brand because it meant they accepted us as ‘normal’. I like to experiment and try new platforms—the next one will be Amazon; we’ll launch there later in April. 

How does an idea for a design emerge and evolve? Walk us through the process of producing a piece.
Every design is different—it depends on the story, the material and team involved. When we’ve met Laura Wass from WXYZ Jewelery from Brooklyn, New York we knew something special is going to happen. Everyone in fashion is looking towards technology to find new inspiration and a new way to tell a story. Laura Wass came to us with her amazing designs and a simple question: ‘can you make it glow?’ And we certainly did. Even more so, we developed an entire story and ecosystem for a technology revolution in jewellery and fashion. After several highly inspiring (and entertaining) sessions with Laura Wass, microchips—and 3D printing experts we found our perfect story: walking within the elements.

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