Matthew Drinkwater, head of the FIA, explains what the agency does to forster fruitful relationships between brands and fashion designers. This presentation was part of the seminar of ialci law of luxury goods series, held in London on 22 July 2014. http://ialci.org/news/law-of-luxury-goods-series-market-celebrities-music-bands-publicity-rights-product-placement-endorsement-deals/

1. matthew drinkwater
Head of The Fashion Innovation Agency
@drinkmatt

3. "London is where fashion stars are
born...we'll keep it that way."
Natalie Massenet, British Fashion Council
"London has become a not-to-miss on our
fashion schedule"
Linda Fargo, Bergdorf Goodman
"England is like the land of the It people"
Cathy Horyn, New York Times

4. We’re experts in initiating creative
collaborations.

5. we work at the crossroads of fashion retail and tech.
We connect the brightest talent
with established global brands.
We seek out new avenues
of consumer engagement.
The results are original,
engaging, and lucrative.

6. Why collaborate?
It’s creating new products
driving footfall and
increasing sales
new distribution channels
changing brand perception
It’s new streams of revenue and
sustainable brand positioning.
The best PR, media coverage
and visibility.

7. FIA projects

8. AGI & SAM FOR UGG
UGG wanted to re-position themselves as a
more fashion forward brand. The FIA was
instrumental in introducing UGG Australia to
London-based menswear design duo Agi &
Sam, who they teamed up with to put
footwear down the catwalk for their debut at
London Collections: Men in January 2014,
The coverage from this partnership reached
over 112 million, +220% increase year on
year. Awareness of UGG as a brand for men
has increased from 16% to 27%.

9. DISNEY
The Fashion Innovation Agency partnered
with Disney to assist with their newest
creative concepts across the Disney, Marvel
and Lucasfilm franchises to help inspire
cross-category opportunities for their young-
adult Men and Women ranges.
The FIA helped Disney collaborate with
established designers and brands and also
brought in our partners at the Designer
Manufacturer Innovation Support Centre
(DISC) to assist with sourcing and production
of their adult ranges.

10. PREEN FOR NAILS INC
Launching in June 2014, the Preen by
Thornton Bregazzi for Nails inc collaboration
includes three shades matched to key colours
within the spring/summer 2014 collection
and a fourth polish of multi-coloured cut
squares.
“We’ve worked with Nails Inc for the past
few seasons and love their passion for colour
and innovation. This collaboration perfectly
fits our Miami inspired Spring Summer ’14
collection - every detail from colour to
packaging highlights this season’s key looks.”
Justin Thornton and Thea Brazzi, PREEN

11. MERCEDES LEON FOR
MARKS AND SPENCER
As part of its commitment to support and
nurture home-grown talent, M&S has teamed
up with Mercedes Leon, a London based
graphic designer, to produce a capsule
collection of four t-shirts for this Summer.
She worked on the project from M&S’ Fashion
Street Studio in East London. Only 500 of
each t-shirt will be made making them a
sought after summer style! The collection will
launch May 2014.

12. GARETH PUGH FOR ABSOLUT MODE
EDITION
We have the ability to tap into the Fashion
Digital Studio at London College of Fashion
(LCF) and so we have access to the latest
technology, such as 3D printing.
For the Absolut Mode collaboration Gareth
designed a collar for the Absolut bottle that
was 3D printed at LCF. This limited edition
run was sold exclusively at Harvey Nichols
and Selfridges.

13. FYODOR GOLAN FOR NOKIA
Designers Fyodor Golan combined Nokia
smartphones to make a super smart skirt that
changes around you. The FIA devised the
creative concept of this project.
The innovative skirt was made up of 80 Nokia
Lumia 1520 smartphones. It was created by
tech studio Kin and it used static pictures
captured by the phone, as well as live feeds -
allowing it to change around the wearer and
their day.
The skirt was showcased at London Fashion
Week on 14th February, 2014 and was worn
by Chloe Norgaard.
5% of LFW tweets were Nokia related. They
generated 1.4 million euros worth of PR
coverage from this project.

14. A.sauvage FOR microsoft
Microsoft Mobile Devices and British
designer A. Sauvage came together to
showcase the world’s first pair of wireless
charging trousers for London Collections:
Men on Tuesday 17th June.
The technology (known as inductive
charging) comes from the new Nokia DC-
50 wireless charging plate, which
was fitted into a fashionable piece of
clothing. We may not be experts in fashion
but in the world of technology, this tech
garment could be the answer to a lot of
battery charging issues. We think that
integrating wearable tech into a wardrobe
staple, makes the technology more
accessible to the image conscious.
The unique piece will be exclusively
available for pre-order on the Amazon
online store.

15. COLLABORATION DRIVES INNOVATION.
CREATIVITY FASHIONS CHANGE.
The FASHION INNOVATION AGENCY INVITES YOU
TO WORK WITH US.

16. Matthew Drinkwater
Head of Fashion Innovation Agency
T: +44 (0)20 7514 1863
M: +44 (0)7748 775 018
m.drinkwater@fashion.arts.ac.uk
@fialondon
www.fialondon.com