A virtual alternative to a traditional fashion show
The rise of virtual fashion
Our lives are getting more and more virtual oriented. When it comes to fashion, we are looking for more virtual and immersive opportunities to take fashion to a higher level. Virtual fashion becomes a big part of our online identity because there is so much more possible in the virtual world. By digitizing fashion, it offers full accessibility for people (abroad) to watch fashion shows, reducing waste of clothing and immortalize fashion in an immersive way. Combine imagination with digitalization and you create the most innovative fashion atelier you can have. The rise of virtual fashion is just beginning.
With the rise of virtual fashion in our minds, we started an experimental project with Utrecht-based fashion collective Studio PMS, where we virtually capture authentic outfits of different and unusual materials, colors, and their accompanying movements. Studio PMS is constantly looking for innovative and sustainable ways to communicate fashion. While Studio PMS speaks the language of fashion through years of experience, we are breathing immersive technology. The digital focus that Studio PMS has on fashion matches very well with our work on volumetric video and immersive technologies. Together, we are looking for new ways to present fashion. Welcome to Fresh Perspectives.
Studio PMS (Puck, Merle, Susan)
A Fresh Perspective of fashion
To realize this virtual alternative, we aimed to work with a fashion designer who knows the world of haute couture, has affinity with textiles and textile processing and works with unusual materials. For this, we collaborated with fashion designer Marlou Breuls, whose work is characterized by authentic handmade elements with high fashion sensibility and uncommon use of materials. Her work is also a response to social themes and bold statements in form and color which makes her a perfect partner for this project.
Breuls is currently working on her newest fashion collection and will be center stage in the XR-fashion that will be realized in the second phase of this project. It is important to see how complex materials are virtually being captured in volumetric video before we enter the next phase. In this first volumetric test-production we experimented with various complex outfits and various materials and tested their movements, underlying details and colors.
Amsterdam based fashion designer Marlou Breuls
A first look
To gain creative and technical valuable insights into the materials which are going to be used in Breuls newest collection, we tested complex materials during our first volumetric test production. Animated materials, organic designs, decorated materials which look like a second skin and animal expressions in artificial-looking material.
Generously decorated materials that fit to the human body, which resemble a second skin. It is important to capture more complex materials like this. The remarkable thing was that a lot of small details were visible, such as the orange dots on the outfit, but also underlying tattoos and even features of the face.
Complexity of materials
The materials for this outfit were a challenge of challenging because there was a heavier application hanging on a fragile component. It offers a big challenge to capture these complexity of materials in volumetric video. In some places the material melts together with the skin, or the material the material disappears by half.
‘Although it was a difficult production due the materials, it created a unique result. In some places the material blends well with the human skin, it somehow made the outfit complete’ – Studio PMS.
Technology and fashion creatives are learning from each other
While we were seeing technical improvements for the first captures. Studio PMS and Marlou Breuls were seeing opportunities for surrealistic fashion effects that goes beyond traditional fashion settings. Like blending human skin and materials with each other. Now that we have completed the first phase, we are entering the next one. In the upcoming months, we are realizing a virtual and sustainable alternative to traditional fashion shows. Creating a XR-fashion show where the newest fashion collection of Marlou Breuls will virtually be presented. During the volumetric test-productions and the realization of the XR-fashion show, we put our visual experiments into a fashion report where we collect all of our learned lessons and gainful insights about this project. Besides the fashion report, we also creating a fashion look book for volumetric video where we explain every process of every phase to make the XR-fashion show. A collective guideline for fashion innovators.
An intimate dance between fashion and technology
By creating a new type of fashion show that is more sustainable and immediately accessible for millions of interested people, you can change the way customers consume and see fashion. An evolution of virtual fashion has begun.