blog copy09.07.15: After my heroic 1-hour-Uber ride from Notting Hill to Holborn through furious London traffic during the tube strike, I finally made to the second part of CFE Frontrow Fashtech Pitching Day and it was totally worth it.

Among several familiar faces I met a few interesting fashion- and tech related people. However, the best part came at the end with the winning pitch of XO – a  fashion and technology brand that creates consumer wearable tech for music and fashion followers. In Future, their clothes will be able to change form and colour depending on how you programmed it at the beginning of your day. The team has been in the music industry for a while and previously worked with artists like Rihanna and Black Eyed Peas. Now they are scaling their business to bring their products to the masses.

It’s very satisfying to follow the process of how fashion tech is developing in London. Two of the startup finalists were targeting the largest emerging consumer group in the world – The Chinese: alt. - a social shopping platform and Chicmi App, connecting fashion retailers to Chinese shoppers.

There were two customisation propositions: Prim&Clover - a semi-bespoke, online wedding dress website where a bride -to-be can create her dream wedding outfit, delivered straight to her door; and Finity Create - a brand that enables customers to design their own eyewear.

An unique e-commerce platform High Spirit Bags sells theft-proof backpacks with patented zipping design, that protects possessions from theft.

I personally liked a marketplace The Lingerie Lab  , that is an “ETSY’s hot and little sister” for lingerie and swimwear.

As a lover of fashion and tech I aim not to miss fashion events and pitching days like this. I also run #FashHack – an event usually organised during London Fashion Week. We aim to bring fashion and tech professionals together and connect interesting startups, that are trying to disrupt the fashion industry, which is an incredibly challenging, but endlessly fascinating mission to have.

This post is by Marina Atarova – the co-founder of Dreamstake and HoxtechAngels. I run Dreamstake Academy – free workshops for startups. Wanna know more ? Follow me on twitter @atarova.