4DR Studios insights video #7: Hairstyle
4 August 2021
Future Static: No show without an artist
6 June 2022
Fresh Perspectives
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.Case 1
Second skin
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.
Case 2
Case 2
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.
‘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.
