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Fashion Futures Awards announces shortlist

By Danielle Wightman-Stone


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Decoded Fashion in partnership with the British Fashion Council has announced the shortlist for the Fashion Futures Awards 2016, which honours brands, retailers and tech companies who are innovating and working together to push the boundaries of what is possible in fashion and tech.

Taking place in May, alongside the Decoded Fashion London Summit, the awards span across 10 categories ranging from mobile and e-commerce to omnichannel and data and analytics.

Topshop leads the pack with three nominations, for A Killer Experience, for Beyond the Runway for its collaboration with Nick Knight, and Real Time Innovator, where it is up against its menswear counterpart Topman. While Asos is hot on its trail with two nominations for Master of Mobile and A Killer Experience, and Sephora also received two nods.

The Killer Experience celebrating the most innovative way of enhancing the consumer experience is one of the hotly contested awards, with Topshop and Asos up against Burberry, Farfetch and Sephora.

Other key awards are Master of Mobile, for the most innovative use of mobile, with Asos taking on Mallzee, Parcel for Me, Shopstyle and The Net Set powered by Net-a-Porter, while the other nominations for Real Time Innovator, which honours for the best use of data and analytics for fashion and retail, includes Shop Direct and Thread.

Topshop and Asos head up nominations for Fashion Futures Awards

The best omni-focused in-store experience, Bytes and Bricks award will see Sephora competing against Hunter, Nike and Rigby and Peller, while New E-Store on the Block sees London Fashion Week favourite Sophia Webster taking on Dear Frances, Rêve En Vert, Semaine and The Idle Man.

Beyond the Runway award, celebrating the most engaging campaign launched at fashion week, sees Topshop x Nick Knight up against Balenciaga, Grindr X J.W. Anderson and Joshua Kane X Smartzer.

Another hotly contest award will be the Digital Coalition, which honours the best brand and startup collaboration, which has a great mix of fashion designer and brand collaborators including Christopher Raeburn X Unmade, JW Anderson X Grindr, Monsoon X OfferMoments, River Island X Shutl and Ted Baker X Wirewax.

Other awards will be presented for The Game Changer, The Big Idea and the award’s highest honour, The Visionaries, which will be presented by the British Fashion Council and recognises two leaders, one from the fashion industry and the other from tech who are revolutionising the worlds of fashion and retail, disrupting the norm and changing the face of the industry as we know it. Last year in New York, Tory Burch and Snapchat received The Visionaries award, which celebrated and commended their innovative efforts in merging fashion and tech.

Winners will be announced at a ceremony on May 18, following the final day of Decoded Fashion’s London summit.

Image: Decoded Fashion

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