Discover AR/VR

March 15, 2021

Digital fashion: a new "Eldorado"?

The change the pandemic brought for business and marketing has made immersive technologies play such a huge role in the transformation of the fashion industry. As more and more brands continue to adopt and incorporate them in marketing and business operations, we see the changes in the fashion industry that are implemented in the design, and clothing itself. It's definitely a new Eldorado that can bring some good by making the process more sustainable and eco-friendly.

The fashion industry is not known for being an early adopter of technology, however, it is known for its innovation. A fast-paced industry in engaging with consumers and creating innovative strategies. In the digital age, technological innovation has taken a hold of one of the biggest industries in the world, and it's coming to revolutionize the entire business of fashion.

The increase in the use of 3D modeling

In the last year, fashion brands have been obligated to reconsider their workflow and implement a digital focus, since 3D has become very popular for design. Before the pandemic, 3D design technology had already been in the fashion industry's sights, and now it has brought a new dimension and solutions for designers to create remotely. The design to the production process is very long and most of the time more than half of the collections get dropped.

It's time for the design process to be modernized, with 3D design technology this process can be cut at least by half and brands can focus on creating samples that they are committed to creating and selling. 3D design can also provide a lot of great benefits for designers when needing to make adjustments or changes, which consequently will help reduce return rates from customers. Furthermore, and most importantly, it can help lower the impact of this industry that is one of the biggest contributors to climate change.

The sustainable power of digital technologies

The Circular Fashion Summit partnered with the United Nations, both committed to supporting Sustainable Development Goals 2030. Gathering leaders from Design, Technology, and Sustainability and ignite immediate action for goals to be achieved in the next 12 months worldwide. Specifically focusing on goals for the fashion industry, with achievable actions by leaders in the industry and a collective community. 3D modeling has this sustainable power, and some fashion designers already know it like Steven Passaro.

During our Special Event, we interviewed designer Steven Passaro who told us the story of his personal journey that encouraged him to launch his brand. In this fascinating and popular industry, he felt there is something wrong. Passaro uses fashion as a communication tool, to tell stories, share ideas and hopefully change people's minds. His main focus was to reduce the impact of creation, product making, using materials; paper, fabrics, etc. Wanting to offer a different system to the creative process and consumption. Adopting this new technology and software like Clo3D, he was able to reduce all the prototyping process, save time and drastically reduce the impact. Then with Minsar he created a filter on Instagram, and created several experiences that he presented in October 2020.

Take a look at the entire inspiring interview part of our Special Event: Let's take a creative journey with Steven Passaro talking about his creative process, social media, and working with powerful technologies.

The experiential power of 3D

Maitrepierre created an innovative new collection for SS Haute Couture 2021. Presented in a video the collection called; Madeleine. For this collection, the designer chose to create his clothes in a completely different format in regards to the fashion world. His collection was made up of 3D renders instead of fabrics, which not only speaks to his innovation and execution but his eco-friendliness. His collection and the movie that was done to portray it was referred to as "A dialog between the 50’s haute couture savoir-faire and digital culture.”

Portraying stereotypes of haute couture translated in new techniques.

“As a visual pixel effect, digital printing on a sequin fabric instead of embroideries, pictures of the client as if it was a selfie, PS3 controller as a bag, clothes upside down, twisted, draped, with various ways to wear it. Lines are inspired by old Haute Couture archive pictures, garments close to the body with big volume at the back, strong colors, flowers, fluidity; all the pieces have references from other pieces, a dress coat or a skirt that turns into a top.”

Creating a link between the past and the future, talking about Couture in the new virtual era we live in while making the effort of being socially conscious and helping make fashion practices ethical. This comes to show if more designers began working at creating collections in 3D modeled images, it would really help reduce the pollution of sampling and transform the way the fashion industry contributes to the climate change we are experiencing.

From 3D to virtual reality, to design immersive experiences

The fashion industry has already started adopting VR and is finding several uses for it. From virtual try ons to virtual catwalks. This technology has helped them keep proximity with their consumers from a distance, and engage with them in a way they will remember. Since 2017 in New York Fashion Week the fashion industry has been using VR for customers to interact with items.

VR offers infinite possibilities for designers and brands to create and engage and with it many benefits. Bringing in more customers, staying retained in their minds, and reducing costs amongst many others. Virtual reality and fashion go well together, first and foremost fashion is visual, and this is why VR goes perfectly, it provides the perfect environment to showcase enhanced collections.

Balenciaga remains true to the uniqueness and innovation that their runway shows are known for, and they demonstrated this with their new collection presented in the form of a video game. The brand created a video game to present their FW21 collection ‘The Afterworld: The Age of tomorrow’

The experience is made up of five different levels/zones where the audience is immersed in the video game. Walking through it, starting inside a Balenciaga showroom, before they exit into a post-apocalyptic type of street, as the name suggests where they catch a bus that takes a flight into thin air. Avatars are in each virtual space showing the garments from the collection, the audience is then transported into an environment with several abandoned structures, led through the forest into a future type of magical wonderland space.

The game is accessible to anyone via the Balenciaga website however, initially, a selected group of people were invited to play the game in VR headsets.

"The game and the collection imagine a near future in which clothing is meant to transform over many years," added Balenciaga.

However, Balenciaga is not the first fashion house that creates a video game for its designs. After Vigil Abloh’s FW19 show for the brand, Louis Vuitton was inspired to release a video game with a 1980’s style called Endless Runner. We predict many fashion houses will start working with AR and VR to give their audience different and more personal experiences in the future.

The power of augmented reality for fashion brands

Augmented reality is the latest trend in the fashion industry and it has a lot of pull with brands. Using it to help customers get closer and more personal with garments and accessories from the comfort of their home. WebAR technology and 8th Wall have made this possible without even needing an app. With augmented reality rapidly on the rise, it promises a boost in consumer engagement with enhanced marketing campaigns.

London Fashion Week

London Fashion Week collaborated with Dimension, a video leader to showcase a holographic fashion show. Using 5G-powered smartphones, the audience was able to watch a hologram of Adwoa Aboah walking down a catwalk in Central Saint Martin’s modeling the latest collections.

Christian Dior

Dior created an immersive experience for their FW21 Haute Couture collection, teaming up with Atomic Digital Design they created a magical invitation with WebAR portraying an enchanting sense of wonder as their couture collection. When scanning the invitation with a smartphone, the fashion houses doors open to show one of the garments of the collection; a coat with ruffles and pleats.

The fashion house also created a collaboration with Rimowa developed by Atomic Digital Design. For the launch of this collaboration, the brands wanted to boost the impact of the event that was taking place in three cities; Paris, Dubai, and Miami on the same day. In partnership with Snapchat, they used geolocation so the guests could enjoy the experience on the site and get immersed in the effects, decoration, and products.

At the event’s location, they also offered the possibility to test the Dior Oblique makeup effect via Snapchat.

Vogue

Vogue Singapore created an AR feature, actress Fiona Xie was transformed into a hologram demonstrating the three ways to style a sequin turtleneck Valentino dress. Vogue offered its readers a new way to get up close with garments, by clicking on the 2D image of the model audience is redirected to a WebAR experience where they can place the hologram in their space and watch her come alive and model the look.

8iGB powered by Minsar

You might be interested in learning more about implementing AR technologies into your designs and creations, take a look at this video that shows how Minsar can help you develop an AR presentation for your collection.

If you want to know more on how Ruben Bissoli, founder of 8igB created this experience with Minsar Studio here.

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