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."
