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large strides in this direction, leading to breakthroughs in breatheable fab-
rics. Examples are the Nike Dri-Fit and the Adidas ClimaCool, which both
deliver extra functions like high-tech moisture, body heat conversion and the
generation of coolness to heated zones. These features have, however, been
perceived more as functional than symbolic and, as a result, have been
restricted to the “functional” sectors like sports.
When it comes to luxury, the advent of using applied technology in fine-
tuning materials for products was considered as unnecessary and unappealing
until the initiatives between luxury fashion designers and sports companies,
notably through the collaboration between Stella McCartney and Adidas.
The collaboration, which led to the infusion of style with function, also
incorporated high-performance fabrics that keep wearers both dry and cool.
It opened a new chapter on the application of technology to fabrics used for
luxury apparel. Since then, several luxury brands have been experimenting
with techno-support in fabrics and one brand that is pioneering the use of
applied technology in sourcing, refining and adopting specific materials to
product design and production is Versace. The brand has consistently intro-
duced materials supported by high-tech layering and surface texture like
cotton and silk for different effects on the body including cooling, conserv-
ing heat and UV protection. Decorative effects like high-tech embroidery
have also been worked into the brand's collections. Other brands that have
also consistently shown a leaning towards investing in high-tech fabrics are
Lanvin and Balenciaga. While the former has used high-tech fabrics in its
shoe design to enhance functionality and comfort when walking and run-
ning, the latter has applied breathable fabric that is often found in extreme
sportswear to luxury prêt-a-porter. In addition, lingerie brands like Wacoal
have used technology to innovate the functionality of underwear through the
inventions from its research laboratory. Notable are the “Good Up Girdle”
which is an underwear that lifts, moulds and shapes the buttocks; the “Body
Shaper” which eliminates body rolls; and the “Hip Walker” which slims the
silhouette and tones the buttock muscles as the wearer walks. These products
are most effective with continuous use and have been proved to be efficient
by hundreds of thousands of users around the world.
Apparel companies around the world are also developing innovative meth-
ods of combining different types of materials to produce fabrics that are both
luxurious and functional which may be used for luxury ready-to-wear and
even haute couture. One such company, AK Apparel, has invented a patented
fabric technology that provides performance on-demand for a wide range of
materials (Figure 8.4). The technology is based on layering single-type or
multi-type fabrics with a shell and a base that perform different functions.
The features include UV protection at up to a rating of 25; anti-microbial
action, which traps bacteria and releases it during a normal wash cycle; tem-
perature management, which keeps the body cool during hot days and heats
it up during the cold ones; moisture transfer, which transports moisture away
