In an industry where “what’s hot” this week is already old news next week, it can be challenging to stay ahead of the curve. Luxury fashion icons, brands and designers are always on the hunt for the next hot trend – and this time, it appears that the hottest and most talked about trends are literally jumping off the runway and coming to life through digital and experiential marketing and high-tech, eye-popping visuals like virtual showrooms and fitting rooms, 3D models and avatars, holographic fashion shows, video projection mapping and more.
Take a look at some of the latest, most innovative tech-trends to infiltrate the fashion world:
Diesel’s “Liquid Space Fashion” Show
A few years ago, Italian luxury fashion and lifestyle designer, Diesel, made industry waves with its underwater-themed holographic fashion show featuring a V-shaped catwalk that catered to the entire audience. Real-life models donned the Spring/Summer collection and interacted with virtual underwater creatures as they paced the catwalk. The “Liquid Space” show brought together CGI visuals and 3D animation from Dvein, paired with innovative technology from Vizoo, giving the CGI creations the illusion of dancing mid-air around the models.
Y-3’s New York Fashion Show
The following year, two members of the Vizoo team who created and developed the innovative Diesel fashion show founded Realfiction, a company that creates 3D retail products for high-end brands. The company’s 3D holographic displays allow retail products to come alive right before a customer’s eyes! The fashion industry has embraced 3D technology and projection mapping as both the backdrop for major runway shows and in the showrooms.
The images copied below were taken during September’s New York Fashion Week (NYFW). At Yohji Yamamoto’s Y-3 fashion show, guests were left in awe and amazement as iridescent and whimsical projections of colors and designs bounced off a pyramid-designed backdrop. The projecting mapping display interacted with the models, designs and the overall theme of the event and became one of the major highlights and most talked about shows from NYFW.
Franck Sorbier Fall/Winter 2012-2013 fashion show
Another designer who adorned models in projection mapping for his 2012-2013 Fall/Winter runway show is famed French fashion designer, Franck Sorbier. His models wore one-tone gowns providing a perfectly blank canvas for tech-savv
y light creations with varying colors, designs and themes to be projected upon for a new, virtual fashion statement.
These video projections and 3D holographic experiences bring a unique level of interaction for both the consumer and fashion designer. Designers are given a chance to not only display the look of the season, but also to create an element that tells a story and captivates the audience with compelling visual displays.
Futuristic technology is changing the fashion industry from the consumer’s experience as well. Luxury stores around the world are embracing personalized virtual storefronts and building them either on their own or in partnership with a fashion related social network. Similarly, virtual changing rooms are creating an online version of Rodeo Drive for chic clientele to sample the styles and trends from top designers without having to physically travel to the stores.
Harrods in London
Harrods, the world-renowned five-acre department store in London, is embracing the digital storefront beginning with their children’s collections. In October 2012, the iconic store partnered with fashion-centric social network, Stardoll, allowing an estimated 200 million users to purchase digital replicas of items from luxury designers to dress their avatars. The virtual Harrods store accepts Stardollars as payment and formed a critical partnership between the luxury retailer and fashion social network.
Online storefronts, such as Clothia.com, are helping fashionistas create customized outfits by mixing and matching different articles of clothing. Shoppers can save items to their personalized virtual closet and even try clothes on via the virtual fitting room using their webcam and augmented reality technology. Similar virtual fitting rooms are becoming wildly popular with shoppers because of the simplicity and comfort of trying on anything they like, at any time, without the long lines and fitting room item limits. Fits.me, Styku, Swivel and Metail are additional examples of successful online virtual fitting rooms that utilize 3D technology and other augmented reality technologies that have turned their sites into go-to fashion destinations for savvy shoppers.
While many shoppers and consumers may take some time to warm-up to virtual shopping, it’s clear that the fashion industry is embracing technology to the fullest, utilizing the latest technologies from projection mapping to virtual shopping to create a unique brand experience. The catwalks, showrooms, and couture creations are platforms where these emerging technologies will continue to converge.
Mogul will continue to track this trend and look share more as the fashion industry continues to evolve in this digital age.