The last couple of years has seen many fashion brands enter into collaborations with tech companies in full force. It has become clear that there is a hunger for the fusion of function and design in tech, but smart, wearable technology has always had a bit of an image problem. Jamming an ugly smartwatch onto a beautiful outfit has always been the curse of those who sit at the crossroad between taste and technology.

The wearable technology market is expected to be worth 5.8 billion (USD) by 2018, and the race is on for which fashion brand will dominate the market. Hear how some of the contenders are trying to take first place.