Vision Quest

An Urban Warrior in a fight of Lights


Designer: Joanna Hir

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Welcome to a different level!

“Technology is not scary anymore. It used to be scary, but not anymore. We are all working with friends here,” says Joanna Hir, a London-based, award winning fashion designer, costume designer and fashion stylist while she explains the idea of Vision Quest.

Vision Quest, presented by ElektroCouture and designed by Joanna Hir is a multi-seasonal couture collection, offering modern occasional wear with elements of techwear for men. Each piece in the collection is enhanced by different light technologies, symbolising enlightenment, which is the main theme of this collection.

“The theme is enlightenment where we use light as a symbol of human progress, evolution and spiritual enlightenment. What was important for me was to combine technology with traditional tailoring technique. It is time for smart clothing  and we need to change the interaction between the body and the clothes to offer new functions to the users,” says Joanna. When she heard of the term ‘enlightenment engineering’, she thought it was perfect for Vision Quest as it was the theme. Joanna worked with Francisco Teixeira, a neuroscientist from MuArts in Porto along with and created the headpiece that activates technology through the brain waves.

The way technology works in Vision Quest is a perfect blend of fashion and tech. The technology installed in the headpiece measures the user’s brain activity. We have programmed it in such a way that when one concentrates- the headpiece glows, and when the same person reaches high level of concentration, the piece flashes. For instance, the maximum range is from 0 to 100, when the concentration level is 40 – EL Wire glows, when the concentration level is at 70 – EL Wire blinks.

This is the first prototype. The second phase of innovation will be to connect the brain to the different pieces embedded on the collection. It will change the modes and colours on the collection through the focus on the mind without pressing any buttons.”

The technologies used include: glowing ink, EL Wire, EL Panel, LED Matrix as well as EEG measuring brain data, installed in the headpiece.

Joanna further explains the use of the Vision Quest range in the practical world, “This is going to be very helpful to see the emotions of the wearer, especially for people who have communication problems like autistic kids. Another way to use the technology is the enhancement of brain capabilities and healing of the abnormalities of the brain activity. You have ability to manage what is happening inside of your brain and understand what external stimuli is “changing” you or which triggers are making you more activate or less engaged. The movement called enlightenment engineering, aims to enhance human potential and heal some aspects of human psyche with the help of wearable technology , for example : reduce anxiety, depression or increase focus or relaxation.

According to Joanna, the next steps would be to connect the brain to the rest of the collection and control the light modes of each of the tech installed on the garment. Another step forward would be to connect the web to the brain and all the tech devices around us such as the mobile phone, computer or car. The idea is skip remote control and use technology just through the focus of  mind through the brainwaves.