Thanks to a special free downloadable software, the consumer will be able to capture with his mobile the image of some kind of intelligent bar code embroidered or printed on the clothing, called the tag. He takes a picture of the label that will enable him to watch clips, movies or all kinds of shows.

The 200 models of the men and women collection become evolutionary, thanks to a daily update of the content of the denim code tag. They will be available for sale through a multi-brand distribution network, and will be launched starting from April 07, in the 180 m2 showroom shop in the Etienne Marcel district in Paris.

Presented at the last Exhibit Who’s Next at the beginning of month, the jeans of the young French-Dutch brand Denim Code are nothing else other than the Web 2.0 of jeans, according to Christian-François Viala, one of the founders of the brand.

The small stroke of genius of this mark, the tiny plus that tickles us for the geeks is the intelligent use of a QR Code, these codes bars that are widespread in Japan. A QR Code is a matrix code or 2 dimensional bar code created by Japanese corporation Denso-Wave in 94. The « QR » is derived from « Quick Response », as the creator intended the code to allow its contents to be decoded at high speed.

The idea is that, once your Denim of digger bought, you take a picture of the code sewn onto the…well, the… in short, the belt with a mobile phone. A Javascript makes it possible to interpret it and to connect you to the webserver of the brand.

Once connected, videos and interactive contents, etc. are offered to you. A little top is expected to hit the markets for a price between $35 and $75; and the jeans will cost between $45 and $80.

Sophistication and spirituality

According to the stylist we meet, the natural beauty trend is the biggest. This will be reworked to have a more sophisticated edge. Spirituality and emphasis on inner beauty will become increasingly important as products cater to body rhythms and energy cycles, in ergonomic or eco-friendly designs. To the other extreme, the surgically inspired trend will become more laboratory-like and translate to new applications such as treatments in syringe-shaped packaging; colors and textures will be more advanced, lastly, we will see a return to a Retro 1940s look. But colors will be more audacious, and textures more brilliant.

From tweed to gouache

A french trend forecasting agency proposes 4 dominating themes in beauty. In a nod to the 1960s, the Playtime theme predicts a very graphic approach to cosmetics with bright colors, new shapes, and fashion merging evermore in makeup giving rise to jacquard and tweed patterns. From the realm of science fiction, Mutations probes into the stranger side of nature. It involves a play on contrasts, colors that change, and unconventional textures from sticky glosses to jelly-like elixirs. Natural beauty, under the Origins theme, goes ultra-modern: Colors become earthy, and textures take on a gouache or pasty aspect. Finally, the Epure theme suggest harmony and softness inspired by the Japanese art of living, with pure white products, porcelain-like sunscreens and snow-like powders.

Osmosis of the interior and the exteriorBeauty is so vast that it is turning to the more fundamental aspects—staying vital, staying healthy. Nutrition, wellbeing, emotions, and new parts of the body—like the skeleton or nervous system—will be key elements addressed in beauty. Skincare and makeup products that restructure and sculpt the body will translate to a new beauty ritual where the user is the artist. Surgically inspired beauty will become more refined, and more laboratory-like in its applications. Neutral shades (plasters, marble, metals, minerals, burnt blacks) with nuanced or light- effects will figure largely in the palettes.