Ami Sedghi 

Decoded’s London Fashion hack: in pictures

More than 150 developers and designers met up in London at the weekend for Decoded Fashion's latest hack event, with judges from All Saints, Net-a-Porter, Condé Nast and the British Fashion Council. By Ami Sedghi
  
  


The Innovation Loft in London, where the hackathon took place
The Decoded Fashion hackathon on 10-11 May took place at the Innovation Loft in London. Photograph: Dan Taylor/Heisenberg Media Photograph: Dan Taylor/Heisenberg Media
Attendees on chairs watch a presentation on a screen by Shazad Awan, technology director at Condé Nast International
Shazad Awan, technology director at Condé Nast International, gives a talk to the hackers prior to the unveiling of the hackathon brief. Photograph: Dan Taylor/Heisenberg Media Photograph: Dan Taylor/Heisenberg Media
Sitting at large white tables ready to begin the hack
Following a panel discussion about the hackathon brief between Gemma Ebelis, head of press at the British Fashion Council, Jen Rubio, global head of innovation at All Saints, and Alexander Giantsis, head of sales at Mary Katrantzou, hackers get into teams and commence hacking. Photograph: Dan Taylor/Heisenberg Media Photograph: Dan Taylor/Heisenberg Media
Participants talk to and work with mentors during the hack
Decoded Fashion founder Liz Baclear chats to participants during the hackathon. Mentors were on hand to advise the teams. Photograph: Dan Taylor/Heisenberg Media Photograph: Dan Taylor/Heisenberg Media
Four participants gesture in front of a white board
A team practises its pitch before presenting an idea to the judges. Photograph: Dan Taylor/Heisenberg Media Photograph: Dan Taylor/Heisenberg Media
A gathering at the hackathon
Shazad Awan, technology director at Condé Nast International, speaks to a team at the hackathon. Photograph: Dan Taylor/Heisenberg Media Photograph: Dan Taylor/Heisenberg Media
Smiles all round as a group pitches to the judges
A group pitches to the judges. 150 hackers made it to the end of the 24-hour hackathon and 30 apps were created. Photograph: Dan Taylor/Heisenberg Media Photograph: Dan Taylor/Heisenberg Media
Judges appear thoughtful as they listen to a presentation
Judges included representatives from Lyst, British Fashion Council, Wired.co.uk, Condé Nast International, Net-a-Porter, Partner, Silicon Valley Bank, All Saints, Mary Katrantzou and Stylus. Photograph: Dan Taylor/Heisenberg Media Photograph: Dan Taylor/Heisenberg Media
Relaxing together after the presentation
Participants at the Decoded Fashion hackathon hang out at the Innovation Loft after presenting to the judges. Photograph: Dan Taylor/Heisenberg Media Photograph: Dan Taylor/Heisenberg Media
A group shot from the hackathon
The judges discuss which five teams will make it through to the next round. The overall, to be announced at the Decoded Fashion summit on Tuesday, will be flown out to San Fransico by All Saints to meet top tech and retail industry players. Photograph: Dan Taylor/Heisenberg Media Photograph: Dan Taylor/Heisenberg Media
 

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