After assistant fashion editor Bronwyn Williams, intern Alice Palmer and I attended the trends’ presentations at Massey University yesterday (which were, incidentally, impressive), it was interesting to see this Dutch label, W-41, embracing another emerging trend: that of combining technology with fashion. At least one group of students touched on this, and seeing it in the market-place the same day was certainly interesting.
   The themes have been around for a while: for example, on the right of this page is a QR bar code, which provides information to those cellphones that have a QR reader. Others have been finding ways to incorporate microprocessors into clothes, in a fairly obvious fashion. And my friend, author Stefan Engeseth (who has just launched his book, The Fall of PR and the Rise of Advertising), wrote years ago about two cellphones that could physically link together in a jigsaw fashion to encourage people to meet.
   W-41, meanwhile, has blended its own code, readable via a free downloadable application, with a range of T-shirts. Embedded in the code is the wearer’s favourite URL, whether it be their website or their favourite YouTube clip. It seems like a good idea, namely because it does not really change the way we wear clothes or use technology. Snapping a photograph on a cellphone is a normal activity in 2009—I say it has even replaced the notepad—and those who wear W-41 codes invite it.
   In addition, the W-41 code is more attractive than the traditional bar code, which has, in popular culture, gained a negative image when shown on the body. There is an idea that the traditional bar code is dehumanizing, making a person into a good—or even a number, with Nazist shades. By creating a circular emblem for the code, W-41 is less menacing.
   It could be a great social tool, and there is huge potential for marketing. In either case, I foresee some clever applications.

We’ve been noticing AnnaLynne McCord in more photographs of late in Lucire, and we wonder: is she the new “it girl” of 2009? McCord was spotted at the Raise Hope for the Congo event at Jane’s House in Hollywood on June 28, in an Eva Culture black strapless rusched dress (available at Curve) and Marcia Moran jewellery.
   Raise Hope for the Congo is a charity that raises awareness about women and girls who are victims of sexual violence. The event was hosted by actor Ken Baumann, from the TV show The Secret Life of the American Teenager. Julianne Moore, Juliana Margulies and Brooke Smith also support the campaign.

Today’s news that Tamsin Cooper and the Royal New Zealand Ballet have entered into a collaboration for a fashion accessories’ line has been one of those items we’ve known about for a while, but had to respect an embargo. Now revealed, it’s one of those unexpected tie-ups, but one which makes sense. Both organizations get to extend their brands, and try their hands in a new market. And being someone who knows full well how tricky co-branding efforts can be, this one certainly has more up sides and than down ones.

TMZ was the first to report that pop star Michael Jackson had passed away after suffering cardiac arrest at his home. Presently, mainstream media outlets such as the Los Angeles Times are confirming the news, based on their sources.
   Jackson’s death comes on the same day another icon, Farrah Fawcett, died after a long battle with cancer. Fawcett was 62, Jackson was 50.
   From a fashion point-of-view, Fawcett was best known for her hairstyle in the 1970s, and was at one point the most famous pin-up in a poster by Pro Arts, photographed by Bruce McBroom. The poster sold millions of copies, buoyed by the actress’s subsequent success in Charlie’s Angels, a series for which she remained known for the remainder of her life.
   Jackson, being a pop star, had numerous reinventions, from a stylish solo recording artist in the 1970s to being proclaimed ‘the king of pop’ by the following decade. He had been inducted into the Rock and Roll Hall of Fame twice, and had won 13 Grammy Awards and had 13 number-one singles in his solo career.
   His impact on the fashion world was evidenced by an auction of his property earlier in 2009. While his trademark is a single sequinned white glove, Jackson wore a series of elaborately beaded military jackets in the 1980s.
   It’s arguable whether people aped the Jackson style in the way many women borrowed Fawcett’s hairdo, but there is no doubt that both were cultural icons.

Maria Sharapova, as part of her role as Sony Ericsson brand ambassador, unveiled London College of Fashion student designs in the window of design store Liberty in London. The designs were part of a collaboration between Sony Ericsson and the School of Fashion Design and Technology at London College of Fashion, exploring the link between technology and fashion. Eighty students competed for a chance to have their work displayed at Liberty and to meet Sharapova.
   Sharapova comments on her return to tennis in one of the below videos, and there are general views of the event at Liberty.

For Lucire readers, the Royal Ascot is perhaps better known for the fashion than the racing. This year, we have some footage from the event, including interviews with Amanda Holden, Ronnie Corbett and Eddie Jordan.

Amanda Holden describes what she’s wearing.

Hello’s Judy Wade, who covers the Royal beat, discusses the Ascot tradition.

Ronnie Corbett comments on his interest in Ascot.

Eddie Jordan sees Ascot as part of a great English sporting summer with the British Grand Prix and Wimbledon.

Magnus Magnusson

Top: H&M’s Margareta van den Bosch and Jimmy Choo’s Tamara Mellon. Centre: Van den Bosch and Mellon with a model wearing items from the Jimmy Choo for H&M range. Above: Shoes from the range.

After collaborating with Stella McCartney, Karl Lagerfeld, Viktor & Rolf, Roberto Cavalli, Comme des Garçons and Matthew Williamson, Hennes & Mauritz has announced that Jimmy Choo will be next to design a guest collection for the mass-market retailer.
   H&M says its Jimmy Choo range will be launched in 200 stores on November 14.
   Jimmy Choo founder and CEO, Tamara Mellon, says there will be designs for women and men in the collection.
   Margareta van den Bosch, H&M’s creative director, says in a statement, ‘We adore Jimmy Choo’s shoes and bags. They are glamorous and sexy, and they add instant style to the simplest of outfits. I like the way we have worked with clothes to accessorize the shoes and bags rather than the other way around. This collaboration is particularly exciting because it’s our first shoe designer collection. It’s a joy to be able to offer top-end designer shoes and bags of excellent quality to our customers.’

The All Blacks were getting plenty of announcements today: first, Telecom New Zealand said it would sponsor New Zealand’s rugby team through to the 2011 World Cup. Secondly, menswear brand Barkers announced its collaboration, with a Barkers Black line, inspired by Italian designer gear.
   The idea was to create a slick silhouette for the bulkier rugby player—but as with Barkers generally, there will be sizes across the board.
   The range features suits, a wool coat and shirts, along with New Zealand-made merino knitwear.
   All Blacks Josevata Rokocoko, Anthony Boric and Richard Kahui star in the campaign.

I was chatting to Cassius Eyewear’s Jason Ng, who has seen his company grow very quickly in a short space of time. Not surprising to see why: Cassius’s range has some cool oversized styles, plus the campaign has been very nicely shot. The interesting thing is that Cassius is getting more press outside New Zealand than inside—a very familiar phenomenon to us.
   Jason is also keeping a blog for his company, at cassiuseyewear.blogspot.com, which previews some of the company’s next moves.

We know this is one Lucire team member talking to another, but considering the subject is Summer Rayne Oakes and her fantastic new book, Style, Naturally, it’s certainly worth it. Fashion editor Samantha Hannah speaks to Summer Rayne, filmed by Snap Star.