Yes, you’ve read the title correctly. Scheduled to hit the market late next year, this device will be an umbrella that will keep the rain off of you by using a force field instead of the traditional fabric material. At first, it may seem impossible, but when you look at the details, the technology is not something from a science fiction movie.
How the umbrella is designed
Basically, the device will look like an ordinary umbrella that has not been opened. Instead of the umbrella opening with a spring release or a manual push outward, there will be a button that will turn on a small motor, powered by a lithium battery that moves a fan. The fan pushes air up and over your head. The strength of the air functions as a force field against the rain and will keep you dry.
Advantages and disadvantages of this device
These new high technology umbrellas will be slightly smaller than a traditional umbrella. More importantly, the amount of air that the umbrella produces can be increased and decreased. This gives the user of effectively enlarging the canopy of the umbrella. This is something that is obliviously impossible for a traditional umbrella. The biggest disadvantage with this new umbrella will be the potential to spray water on nearby people. It remains to be seen just how big of a problem this will be.
You might think that a fan-based umbrella would make a lot of noise, but a financial backer of the device, Gianfrancesco Genoso, has stated that the fan is quieter than the falling rain around you. Mr. Wang raised more than $14,000 to develop and realize his idea.
In a world where Abercrombie & Fitch has taken a massive dive with shareholders, and in the sales department for their exclusionary tactics, it’s no surprise that Brandy Melville has come under fire for their sales tactics. Most stores only contain small sizes, with the rare medium here and there. Which means most stores are really only realistic options for women who fall into the 0, to 2 size range.
That’s cutting out a lot of the market, and not really providing an opportunity for women with diverse body types to peruse what the brand has to offer. Sort of ridiculous in today’s market, when body image is more evolved than ever. More and more women are embracing healthy curves, and their natural body types in favor of starving themselves into oblivion.
Brad Reifler and I see this as a major strength though. Something that the fashion industry needs to evolve. Nobody is telling these stores how to run their products. But failing to be inclusive is definitely bad when you’re trying to run a public fashion company.
While some fashion gurus are getting the message, like Seventeen magazine which no longer photoshops their models. Other fashion gurus don’t seem to understand the benefits of positive body image.
Denise L’Estrange-Corbet, the leading designer and boss of World Fashion, has come under fire over the store’s choice of mannequins, which depict unhealthy levels of skinny. When faced with online scrutiny, Denise deflected in the worst way possible.
From what I’m hearing through Marnie Bennett she first off said that the clothes just look better on skinny people. Which is uncomfortably close to Abercrombie’s PR disaster a few years ago, in which the CEO said that he doesn’t make clothes for fat people.
But then she went on to criticize Miley Cyrus, saying that the singer openly supporting marijuana use is more harmful to kids than mannequins telling them to be unhealthily thin.
I’m sensing another PR disaster emerging. Denise L’Estrange-Corbet needs to carefully consider her comments before speaking. Never forget, in the internet age, you can’t just pretend that you didn’t say something. Those quotes are out there forever now.
Hope she’s prepared. And I hope she’s not surprised if World Fashion sales go down, until she comes out and publicly apologizes for having a pretty severe lack of judgment.