Demonstrating the future to one of the world’s biggest apparel powerhouses. VF Corporation’s diverse international brand portfolio includes some of the world’s best-known apparel and footwear brands, including Kipling, Napapijri, Timberland, The North Face, Vans and Lee jeans. This billion-dollar powerhouse had the visionary idea of developing and hosting an innovation showcase, bringing to life consumer-based trends and key technologies that could influence the development of next-generation apparel.
One of the event’s key aims was to create an interactive environment to allow VF Corporation staff to see and experience new and emerging concepts, helping them to identify innovation opportunities, build new networks, and come away feeling inspired and more knowledgeable.
FranklinTill was commissioned to curate and creatively direct the whole Futurewear exhibition, including the research and alignment of its seven major themes, exploring emerging consumer needs that will influence our relationship with our apparel in the near future. We researched and compiled a major report for each of the curation themes: Simplicity; Make it Mine; Safety & Protection; Responsible Living; Networked Lives; and Wellness & Vitality.
We appointed seven external curators for each theme, ultimately overseeing the creation of over 80 new apparel prototypes that paired technologists or material scientists with designers. Each of the working prototypes had to be near commercialisation so one or more of the VF brands could effectively use the exhibition as a ‘shopping list’ of new innovations or potential new collaborations.