Cannes Lions

Faster Fashion

FCB SHANGHAI, Shanghai / TENCENT / 2017

Case Film
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Overview

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Credits

Overview

Description

We develop an AI to identify fast rising fashion trend among Chinese youth by aggregating and learning from live data on Qzone: China's biggest youth social platform to design a collection for them from the emerging trend.

Execution

Through facial recognition technology, Yong identified two billion photos of millennial users from the hundreds of billions of other photos with an age variance of not more than three years. Yong is able to distinguish users' clothing from a multitude of varied backgrounds with 95% accuracy.

Yong then decodes these images into data, identifying the exact color, shape, and pattern of the emerging trend.

With a matter of minutes, Yong then outputs his learning into a design. And a new collection of fashion concepts by Yong, emerges.

Outcome

Inspired by Yong’s work, designer ZhangChi joins the team and reveals her creations at New York's fashion week.

Over 2,000 articles from mainstream news to technology media and fashion magazines including Yahoo, China daily, Tech in Asia has covered it, create a total media value of 60 million. More the 45 top opinion leaders join in the discussion. Four live streaming platform streamed the New York fashion show with over 2.4 million viewership and more than1million likes.

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