At the Superstudio in Tortona, in the very heart of the Milan design district par excellence, guests were welcomed by a wall specially set up for the joy of photographers and celebrities. The texture of the wall was created by drawing inspiration from the “Breathing Crystal” color of Huawei P30 and P30 Pro. The iridescent background recalled another pillar of the evening, namely controlling how light is used (and how it plays against the shadows) in the pictures taken with Huawei P30 Pro.

Between one appearance on the runway and the next, the show was animated by Mr. P, the robotic arm to which were connected 40 Huawei P30PROs, that through photographs and real time videos, described the sensational characteristics of the new smartphone.

A true interplay of colours with all the new shades: Amber Sunrise, Aurora, Creathing Crystal, Black, the brand new 50x SuperZoom, with exceptional resolution and an exceptional wealth of details. Spectacular videos, rich in details thanks to the new Video Bokeh and DualView function, the new Lowlight sensors thanks to which perfect pictures can be obtained even in the presence of low light.

In addition to the fashion show, the guests had fun taking instagrammable photos in super chic areas that represented the KSPs of the product.

The evening was concluded by a live performance by the British Clean Bandit band, that had come to Milan precisely for this occasion. Each guest was given a take-away present created ad hoc by the stylist Anna Yang.

FIGURES ABOUT EVENT:
MEDIA – 172 Journalists, 9 editors-in-chief
INTERNATIONAL GUESTS – 60 International guests
END USERS – 2000 End users
VIP/KOL/Celebs – 67
SOCIAL CLIPPING: 291
POTENTIAL REACH: 28.6 M
TV SERVICES: 24
USERS REACHED: 1.3 B
PRESS ARTICLES: 300

Milan, Superstudio | 9 May 2019

‘Fashion Flair’ organized by the LFM Group was the first fashion capsule collection created jointly by the Artificial Intelligence of HUAWEI P30 Pro and fashion designer Anna Yang to celebrate the launch of Huawei P30 Pro. An unprecedented fashion show attended by a parterre of national and international celebrities and representatives of the press and of the fashion world.

«Fashion Flair», an ambitious experimental project demonstrating how technology combined with human creativity can breathe life even into an original fashion collection. An amazing result made possible by the encounter between man and machine. Isabella Lazzini, Marketing & Retail Director Huawei CBG Italia pointed out:

«By entering the basic parameters for the creation of a dress, such as colour, length, volume and textures, Artificial Intelligence is now capable of providing designers with creative cues from which to start to develop their creations. Technology and smartphones are part of our lives, so why not turn them into an additional source of inspiration? This is exactly what we have done with the “Fashion Flair” project and we are enthusiastic about it”.

Huawei has worked together with a team of Italian developers to create the original «Fashion Flair» App which, thanks to the power of the AI of HUAWEI P30 and HUAWEI P30 PRO, has been “trained” using tens of thousands of iconic fashion images from the last 100 years and a specific set of photos taken from the latest Annakiki collections.

By means of the double neural calculation unit (NPU) present inside the devices, the App creates a range of outfit proposals following the inputs and filters set by Anna Yang, Creative Director, founder and face of the brand who explained the process involving the use of Artificial Intelligence: “I didn’t know what to expect, but in the end it was all very natural. I gave it inputs and it responded. I gave it another input, and it came up with a new proposal. The Artificial Intelligence of the HUAWEI P30 PRO became perfectly integrated in my way of working. Lots of inspiration and quick feedback. I would have never imagined how natural it could be ».