Fashion x Tech: Fashion, but not where you expected it

With an average London Fashion Week show costing around £200,000 and major brands like Chanel and Christian Dior spending millions each season, it's no surprise that many designers are now looking at new, innovative ways to present their collections. This is, in part, a result of brands increasingly looking at ways to save money, without sacrificing their reach and appeal. Previously living in fear of diluting their brand, or tarnishing its status, fashion houses are now looking at new, often unorthodox ways of reaching vast audiences.