The codes of beauty meet the beauty of Code. The typography as centerpiece of the brand identity forms a perfect match between digital code structures and knitted or woven structures from fashion design. Starting with the logo – right down to the whole style.

The typographical approach was applied to all sorts of media: digital, print, film, space and collaterals. The most important thing is that we had to stay simple and mostly use two colors – that’s why our »knitted-code-typography« gave us many opportunities to stay creative and fulfill all the tasks.

All goals have been reached. The recognition and awareness in the fashion and tech press and blogs was huge, the fashion show in Berlin was totally overbooked – and best of all: the outcome of the competition in its first year was overwhelming. Deutsche Telekom and their partners adidas, Zeiss and Intel are now supporting the winners towards market entry in 2018. And the next Fashion Fusion is starting this summer – now on a bigger scale.

Deutsche Telekom wants to establish itself as a digital lifestyle brand. Therefore, they chose among others the field of digital fashion. Fashion Fusion is an international ideas competition.The participants come from all over Europe: Fashion-, tech-students and startups. The jurors: Renown fashion and technology experts. Fashion Fusion is a lab. Interdisciplinary teams work together on prototypes for three months in the Fashion Fusion Lab in Berlin, accompanied by coaches. Fashion Fusion is an award show. At the Fashion Week Berlin 2017 the winners and finalists were awarded at a fashion show. The Mission: Developing relevant, functional, sustainable and sought-after smart fashion and services that enrich people’s lives in the long term. Target audience: „local fashion & tech community“ to „global web community“, multipliers in fashion industry and press.

Deutsche Telekom connects people. Not just through networks and mobile technologies, but also through their experiences. The question is: What’s next after the smartphone? What will people connect with tomorrow? And what kind of experience will that be? The answer is close – close to the body. It’s the interface between fashion and technology.

To explore this booming market of the future and shape it while it is young, Deutsche Telekom has teamed up with the agency to launch an initiative. Their Goal: The invention of relevant smart fashion that sustains and enriches people’s lives. Fashion Fusion.

With Fashion Fusion, Deutsche Telekom becomes the first worldwide telecommunications company, that dives into wearable tech. Along with partners and a network of excellence they created a unique ecosystem for innovation.