Just to cut this off at the head: The second video on the page shows the fabric being used as a display with animations. See it here:
https://obj.shine.cn/files/2021/03/11/d1a7a108-37b8-422b-966...
I don't know why you wouldn't be able to play recordings of electricsheep or something though, or just use a microphone to do effects based on audio. I'd imagine this gets adopted in costumes way before it's in something broadly used.
EL stuff has been around for awhile. The one thing this particular post makes impressive is the sheer size of it working. As soon as Lady Ada brings out these kind of rolls, then we might see some cool monochrome environmental input animations. What I'd love to see is a durable fabric with individualy addressable LEDs woven within that is as durable and washable. Then, maybe we can see some sheeps on clothing.
Until then, https://spacetribe.com/