New fashion documentary The Next Black explores cutting-edge innovation is clothing design. Sponsored by German engineering company AEG, the film illustrates how brands can align themselves with innovation while simultaneously bolstering cultural kudos.
The Next Black is based on a series of interviews with textile and apparel industry leaders including Nancy Tilbury, founder and creative director of London’s Studio XO, which merges technology with clothing to create costumes for artists like Lady Gaga and the Black Eyed Peas.
Another interviewee is Suzanne Lee, the founder of London-based design consultancy BioCouture, which develops fabrics made from biological materials.
Ola Nilsson, AEG’s head of laundry, explains that the film is important as an exploration of how the clothing industry will change consumers’ washing needs in the future. AEG itself is looking to the future with its ÖKO range of environmentally minded home appliances, including the recently released ÖKOMix washing machine, which take a wide-ranging approach in the pursuit of optimal efficiency and minimal environmental impact.
Giving the project a cool, future-facing appeal The Next Black was produced with Swedish digital agency House of Radon, whose previous work includes PressPausePlay, a 2011 documentary about the democratisation of culture as a result of the digital revolution.
For more on how brands are exploring the future of their industry’s consumers through film, see Patagonia’s Damnation at SXSW, Branded Entertainment and Chipotle: The Next Netflix? And for more on Bio Couture and Sensor technology, see Advancing Apparel.