Matthew Drinkwater
Head of the Fashion Innovation Agency at London College of Fashion
Matthew Drinkwater is head of the Fashion Innovation Agency (FIA) at London College of Fashion, University of the Arts London, one of the best known research units applying emerging technology to fashion. He matters to the industry because his team turns technologies such as augmented reality, virtual reality, 3D design and artificial intelligence into working prototypes with brands and designers.
| Role | Head of the Fashion Innovation Agency |
|---|---|
| Organisation | London College of Fashion, University of the Arts London |
| Agency founded | 2013 |
| Known for | AR, VR, 3D and AI prototypes for fashion |
| Collaborations | Gucci, Chanel, Burberry, Farfetch, Nokia, Disney |
Who is Matthew Drinkwater?
Matthew Drinkwater leads the Fashion Innovation Agency at London College of Fashion, part of the University of the Arts London. The agency was established within the college in 2013 and works at the point where fashion, retail and technology meet. Its stated aim is to explore how emerging technology can change the way fashion is created, showcased and sold. Drinkwater is widely described as a fashion technology pioneer and is a regular speaker at industry events in the UK and abroad.
Career
Before moving into education and research, Drinkwater worked in retail, including at the London department store Harrods, and with Japanese technology companies such as Casio, with a focus on innovation. At the FIA he has built a team that works with brands, start ups and students on applied projects rather than purely theoretical research.
Projects associated with the agency under his leadership include what was presented as the world's first digital skirt for Nokia, a 3D printed bionic arm linked to Star Wars and wearable technology for Disney. The FIA has also collaborated with houses and retailers including Gucci, Chanel, Burberry and Farfetch across wearables, augmented and virtual reality, robotics, connected devices and materials.
Influence on the fashion business
Drinkwater's influence comes from showing, through prototypes, what new technology can mean for real products, shows and stores. His work covers the full value chain:
- Design: 3D design, virtual garments and digital twins
- Presentation: immersive and mixed reality experiences for shows and campaigns
- Retail: new formats for showing and selling products
- Education: helping students and professionals work alongside new tools
He has also been reported as an adviser on UK technology and AI policy, and his views are frequently carried by business and consumer media.
Matthew Drinkwater and technology
Artificial intelligence has been part of the FIA's research for several years, used in design, prototyping and teaching. In a January 2026 interview with The Interline he emphasised convergence, the way AI is accelerating other fields such as mixed reality and virtual production, rather than AI on its own. In the same interview he said that "creatives simply do not need to be afraid of it", arguing that generative tools are pattern matching systems that do not replace skilled practitioners. In June 2025 he spoke at a Fashion District and SXSW London session on how 3D design, generative AI and immersive technology are changing the way fashion is imagined and produced.
Why it matters
For fashion companies weighing investment in AI, 3D and immersive technology, Drinkwater offers a practical, research based perspective. The FIA's work shows that these tools are most useful when they are tested on real products and real customer experiences, and when skilled people remain in charge of the creative decisions. That makes him one of the most quoted voices on how technology will reshape design, presentation and retail in fashion.
Frequently asked questions
Who is Matthew Drinkwater?
Matthew Drinkwater is head of the Fashion Innovation Agency at London College of Fashion. He leads applied research that brings technologies such as AR, VR, 3D design and AI into fashion design, presentation and retail.
What does Matthew Drinkwater say about AI in fashion?
He sees AI as part of a wider convergence of technologies that enables new immersive and design capabilities. In a 2026 interview he argued that creatives do not need to fear generative tools, which he described as pattern matching algorithms rather than replacements for skilled people.