Popular Mechanics takes on high fashion

This week, the magazine announced plans to stage its inaugural high-tech fashion event, dubbed "Electric Catwalk" - a distinctly offbeat showcase of garments made from high-tech materials and incorporating some of the latest electronic wizardry. Fashion houses, design schools, universities and other interested parties are being invited to submit their concepts for short-listing.

Entries will be divided into several categories, including one that focuses on sustainable energy and/or environmental awareness, and rated by a panel of judges drawn from several disciplines (including the fashion industry). Successful designers will make their techno-fashion debut at a show in November.

On the face of it, South Africa's leading science and technology brand seems an unlikely match with the fashion industry, but it's not as weird as it sounds, says Duggan, explaining: "Technological developments affect everything we do, from our work habits to our leisure activities, from our entertainment choices to our bodily health... and the way we dress. We decided it was time to take fashion in a completely different direction and have some fun at the same time."

Does he see himself as a fashion guru? Duggan is firm on this one: "I'm not delusional, but I'm certainly able to recognise cool technology when I see it. I believe designers will have a ball with this project, and I'm looking forward to seeing their ideas."

• Popular Mechanics has reinforced its status as South Africa's leading science and technology brand, achieving a steady circulation growth while competing male titles struggle to hold their audiences (the magazine scored a record 50 000 sales in January this year). The latest AMPS data shows that its print audience enjoys one of the highest incomes in the industry, while its digital audience (visit www.popularmechanics.co.za) continues to flourish. The brand's weekly digital newsletter, The Cutting Edge, now reaches 42 000 opt-in subscribers.
  
  
• Invitations will be mailed soon for the second PM Inventors Conference, to be held in Cape Town in mid-October (at the Sports Science Institute in Newlands). As before, delegates will be addressed by leading experts in the fields of patent law, industrial design, marketing, entrepreneurial opportunities, venture capital and other disciplines. For a look at last year's programme, visit http://www.popularmechanics.co.za/content/Conference/inventors4.asp.