Is 3-D a way to rethink fashion shows and the luxury industry ?
The Coronavirus pandemic started in 2020 devastated the world biggest cultural meetings. Actually, the health crisis forced governments to implement measures restraining gatherings and stop the coronavirus from spreading. The Fashion luxury industry has not been spared since the most expected appointment (Fashion Week) is experiencing some bumps that invites the creators to be inventive in the way to organize and broadcast fashion shows…
The Coronavirus : a health crisis upsetting the fashion industry
Due to Coronavirus spread, the world’s fashion capitals had to reorganize their calendars. The Parisian Fashion week planned from June 28 2020 to July 4 2020 has been moved and took place the place from 8 to 13 July 2020.
In addition to those calendar changes, fashion institutes have urged fashion houses to respect social distance measures by proposing digital fashion shows. The French institute of fashion’s president, Xavier Romatet, declared that this a new era of fashion industry.
If some fashion designers in the world didn’t succeed to capture the public interest, this is not the case for others such as fashion designer Anifa Muvemba who created the attention around her fashion show.
A viral 3-D fashion show
The fashion designer from Congo, Anifa Muvemba, suprised the internet and the fashion industry by broadcasting her brand’s latest collection. Her fashion was fully digital, without a runway and with a ghost top model named Imani. Far from the european fashion standards, Imani allows people to be focus and only focus on the clothes (which are also artificial) sewing details and fall of the garment.
The unexpected fashion show caused a stir unveilling to fashion world’s eyes a new way to do fashion shows. It has been such a success that the collection was sold out only few days after the launch and a lot of magazine such as Times offered a bigger visibility by interviewing her.
How is created a 3-D fashion show ?
The creator had to select the pieces he wanted. The real pieces are sent to digital creator who will study the physical properties of the clothes before recreating them in 3-D by scanning. Then the clothes are displayed in the windows via screens. The digital designer create a landscape and a model without a body.
3-D : an existing method in the fashion industry
The method used by Anifa Muvemba for her fashion show is not new. In fact a few creators used this idea to offer creative shows or new collection’s presentation. For instance, in 2006 Alexander Mcqueen used the 3D and offered his audience an hologram version of Kate Moss.
Twelve years later, in 2018, the chain of department stores, Selfridges, used the 3D to announce « the New order collection » on its online platform. The chain used the service of DIGI-GAL and its garment designer Catty Taylor in order to design a campaign to announce the new order collection ( https://www.selfridges.com/GB/en/features/articles/the-new-order/meet-the-artist-digi-gal/).
Catty Taylor declared that « 3D software provides designers with ability to design, sample customize and produce a virtual garment that can be sold online the very same day without the need to be physically created. This makes a sustainable « made-to-sell » where nothing is wasted entirely possible ».
If Anifa Muvemba is not the creator of this method she made it more mainstream and allows the most important brand such as Prada to look towards this way to broadcast fashion shows. At the same time Anifa Muvemba allows us to question the future of the 3-D in the fashion industry.