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Matt Drinkwater

@matthewdrinkwater

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Director @fashioninnovationagency @lcflondon_
🤖 🌍 ✈️ 🎞️
Travel x Technology x Fashion
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VOGUE FEBRUARY 2023 ‘THE BOYS ISSUE’ I’m keynoting at Vogue x Snapchat in London on the evening of Wednesday 1st March. Obviously, it sold out instantly but if you did miss out (and millions did), ping me a message and I’ll see if I can squeeze you in!! #voguexsnapchat #metaverse #digitalfashion #fashiontech taken in London, United Kingdom by @matthewdrinkwater
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4 years ago
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An extraordinary few months of recognition for our work @lcflondon_ @fashioninnovationagency culminating in fabulous celebrations tonight at Downing Street. #fashiontech #fashion #technology #innovationisgreat #fashionisgreat #AR #VR #XR #MR taken in UK Prime Minister by @matthewdrinkwater
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7 years ago
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Only #BoFVoices (and @conorclinch!!) could do this to me… #newprofilepic by @matthewdrinkwater
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4 years ago
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Celebrating @lcflondon_ and @the_fab_ric_ant’s collaboration in style… taken in London, United Kingdom by @matthewdrinkwater
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11 hours ago
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Floating somewhere in tropical Japan… Comment WHERE and I’ll send an emoji in reply… taken in Japan by @matthewdrinkwater
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7 days ago
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And that’s a wrap! September brought our UKRI funded project to a close. A year of exploring how generative tools, virtual production, mixed and virtual realities could be used in conjunction to create a more immersive, engaging narrative for audiences, consumers and brands alike. Huge thanks to all our brilliant collaborators both internally and externally. And to Ben Saffer for these lovely clips!! taken in London, United Kingdom by @matthewdrinkwater
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14 days ago
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AI Isn’t Drinking the Planet Dry. Your Wardrobe Might Be. Almost every viral AI water statistic works the same way. Take a tiny real number, strip away the context that makes it meaningful, and let the reader’s imagination fill in the rest with something alarming. Most of the water attributed to a prompt isn’t used at the data centre at all. It’s used at the power station generating the electricity, the same hidden cost behind every device you own, every kettle you boil, every load of laundry you run. Separate those two out and the picture changes completely. Data centres account for a sliver of a percent of national freshwater use, and AI specifically is a fraction of that fraction. Fashion’s water footprint, on the other hand, is genuinely significant, and it’s one the industry has spent years being pushed to reckon with, from cotton irrigation to dyeing to the sheer volume of overproduction. That scrutiny is deserved. But it also gives us an honest yardstick: a single pair of jeans costs millions of prompts’ worth of water to produce. Not because AI’s number is fake, but because manufacturing anything physical at scale uses water on a completely different order of magnitude to running a data centre. AI just gets held to a standard nothing else in modern life is held to, simply because the number is new and unfamiliar rather than because it’s large. Energy policy and carbon emissions remain a genuine conversation. Grid capacity is a real bottleneck and deserves honest treatment. Water was never that conversation. Also, I highly recommend island hopping through the Ryukyu Islands for impossibly turquoise waters, coral reefs and some of Japan’s most beautiful beaches! Sources: Andy Masley, “The AI Water Issue Is Fake” (blog.andymasley.com); IEA, Energy and AI (April 2025), for data centre electricity and water volumes. taken in 宮古島 by @matthewdrinkwater
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a month ago
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Sunlight, Starlink and CDG looking suspiciously cinematic… #airfrance taken in Aeroport Paris-Charles De Gaulle - Terminal 2E by @matthewdrinkwater
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2 months ago
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We’ll always have Paris…. 🇫🇷 🇫🇷 🇫🇷 taken in Paris, France by @matthewdrinkwater
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2 months ago
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Miyako Blue From above and below… 🌊 🐠 💙🇯🇵 📍Yabiji Reef, Miyakojima, Japan taken in 八重干瀬 by @matthewdrinkwater
8
2 months ago
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Okinawan Sunsets 🌅 🌊🇯🇵 #okinawa #miyakojima #japan #沖縄 by @matthewdrinkwater
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2 months ago
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The absolute ultimate bucket-list view for Pokémon fans and aviation geeks!🛫⚡️🏝️ This is 17END at Shimojishima Airport in Miyakojima, Okinawa, hands down one of the most beautiful runway thresholds in the world. Not only do you get neon-turquoise “Miyako Blue” water and a phantom sandbar that only shows up at low tide, but it is also a primary route for Skymark Airlines’ iconic Pikachu Jets (BC1 and BC2)! If you time your visit right, you can watch a giant flying Pikachu cruise right over your head into paradise! #PokemonAirAdventures #PikachuJet #17END #下地島空港 #japan taken in 下地島17エンド by @matthewdrinkwater
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2 months ago
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