There’s been a couple of great examples of virtual technologies applied to the fashion industry this past week.
The first is from Empreinte, a French underwear brand that showcased a 3D holographic mannequin in its Paris store from May 23 – 26.
The masked and lingerie-clad model, who only appeared after 9pm when it was dark outside, grabbed attention by moving around in the window of the boutique for passersby to see, before disappearing in a shower of stars.
Take a look at the video below:
The second example is actually just an idea, but I loved the pic that went with it, not to mention the very simple concept of being able to see what items people are wearing by using augmented reality.
How many times do we like the look of someone else’s outfit in the subway and never know where it’s come from? And how long until we can, giving new meaning to the term ‘street shopping’…
Burberry kick-started the first in a series of global events last night with a multisensory experience in Taiwan that combined the brand’s pillars of British heritage, weather, music and fashion.
Staged in a custom cylindrical space, it included an eight-part 360-degree film featuring hologram Burberry models, digital rain that seemingly poured from the ceiling, and a live performance from British musician Tom Odell. The initiative follows on from the brand’s tech extravaganza in Beijing in 2011, and likewise celebrates the opening of a new flagship store; this time in Taipei’s 101 shopping centre.
Burberry World Live, as the series is being called, will now tour to other cities, including London, Hong Kong and Chicago.
“We created the Burberry World platform for our online community and tonight that came to life when we connected our guests with everything the brand stands for today, using original content to take them on an emotive and sensory journey, blurring the digital and physical dimensions of our brand,” said chief creative officer Christopher Bailey.
Forever 21 has brought its hologram fashion show to the US following a tour through various cities in Europe.
The seven-minute digital event hit Los Angeles last week and New York (as the above video shows) yesterday. It features a series of holographic models walking on a “cosmic runway”, climbing invisible staircases that light up underfoot, and disappearing in a burst of stars.
“Our customers are very digitally savvy,” says Linda Chang, senior marketing manager for the retailer. “We love that, because it challenges us to meet them head on with a fashion experience that’s innovative, fun and progressive.”
The show will now travel to Hong Kong, Shanghai and Beijing.
Burberry has partnered with Twitter for its spring/summer 2012 show due at 4pm today, providing fans with a backstage Twitpic of every look before it hits the runway.
The “Tweetwalk”, as it’s been named, will allow @Burberry Twitter followers to see the collection moments before anyone else and in so doing once again confirms the luxury label’s status as a digital innovator.
Twitter’s new media gallery photo functionality also allows all of the images to be viewed in full – click here to see.
“We are thrilled to create the first ever ‘’Tweetwalk show’’ in partnership with Twitter. Twitter is instantaneous and I love the idea that streaming a show can be in many different forms. This collection is all about the most detailed hand crafted pieces and fabric innovation, creating a beautiful physical experience that is communicated digitally in dynamic and diverse ways and I love balancing those two worlds,” said Burberry’s chief creative officer Christopher Bailey.
“Burberry was one of the first brands to truly understand Twitter’s ability to connect people all over the world with what’s most meaningful to them. Thanks to their creativity, fashion lovers everywhere will be able to see the new Burberry collection even before those in the front row,” added Tony Wang, general manager of Twitter UK.
The initiative comes as part of a move to offer fans the experience of the show from start to finish, providing them with greater access than ever before – in fact more so than those present – to enable them to feel a real part of the story.
Accordingly, the live-stream continues as per previous seasons with coverage of the red carpet in the build up to the event. It can be seen on various media partner sites as well as on Burberry.com and the brand’s YouTube and Facebook pages. For the first time, the brand’s 8m Facebook fans are also able to stream the show on their own page.
Meanwhile, the brand’s Instagram account is also joining in the action, this time with British photographer Mike Kus, the most followed user in the UK, at the helm.
And for those interested in buying spring/summer 2012 immediately, the brand’s runway to reality concept continues this season too – offering consumers the ability to purchase items from the collection exclusively online and at in-store events worldwide for one week for delivery within just eight weeks.
Meanwhile, those lucky enough to have a ticket to the show, will also be welcomed by “an immersive, multi-faceted experience” surrounding the brand’s new Burberry Body fragrance.
A 4-D hologram of face Rosie Huntington-Whiteley will be showcased in a scented room using innovative virtual imagery first pioneered by the brand for its Beijing store launch earlier this year.
Burberry’s “music, fashion and tech extravaganza” is streaming live from Beijing, now. Expect to see ground-breaking virtual image technology placing live models against animated footage and life-like holograms. Not to mention British band Keane performing for the first time in China.
Burberry is set to celebrate the opening of its new flagship store in Beijing with its most immersive experience to date, combining music, fashion and technology.
Live-streamed from the Beijing Television Centre on April 13, the event will see ground-breaking virtual image technology placing live models against animated footage and life-like holograms. British band Keane will perform throughout.
A sensory element is also supposed to feature, with rumour of the weather playing a part.
“I love the creativity, vibrancy and history of China with its exciting and dynamic energy and it is a huge privilege to be flying the flag for Britain in the magnificent city of Beijing connecting all of our global communities to celebrate everything Burberry represents today from music, to heritage and innovation,” said chief creative officer Christopher Bailey.
The event will welcome 1,000 VIP guests, but as usual with Burberry, also be live-streamed online and to 50 stores around the world.
At the new Beijing store, a 12,500sq ft space at Sparkle Roll Plaza (as pictured), the extravaganza will be viewable on the giant flat-screen LED video walls.
On Keane’s participation, lead singer Tom Chaplin, said: “I met Christopher Bailey a few years ago. He’s a big fan of Keane and I’m a big fan of what he does for Burberry, so we hit it off. Christopher suggested that we should team up to create an incredible event combining music, new technology, and fashion in one of the world’s most vibrant and exciting cities, Beijing.
“It’ll be our first trip to China, and we hope to put on a show that will surprise and delight the folks of that fascinating and brilliant country.”
He announced the band’s participation in the event through a short video on Facebook, as below:
