This post is also available in: Italiano

Virtual fashion shows are one of the great expressive temptations of contemporary fashion, a creative dimension capable of mixing up an explosive cocktail made of Fashion, Art and 3D. Thanks to new technologies it is in fact possible to catalyze a plurality of languages to engage and excite an increasingly demanding public.

Innovation does not reside in the product alone and the way in which it is presented becomes fundamental in making it stand out from the crowd.

The designers of Pinar&Viola are aware of this and at the Amsterdam Fashion Week 2016 they created a virtual catwalk for the collection of the Dutch designer Amber Jae Slooten; an experience that projected 3D clothes on real models. So we are not talking about the distant future or science fiction, but of scenarios already in place that deserve careful attention.

The artistic installation of Pinar&Viola has been realized thanks to 3D projection mapping. Thanks to a 3D tracking technology, the projectors generate holograms that are able to recognize and adapt to the bodies of the models who wear a skin-colored suit. The clothes in the virtual collection are the result of a process of 3D simulation and modeling that can react in a credible and realistic way to the movement of the models.

  • The stylist Amber Jae Slooten believes that 3D and fashion are a winning combination: “I hope the integration of fashion and technology will help as much as it did in the architecture and car industry. With these technologies we can translate craftsmanship into something more virtual“.

    The technologies to do seemingly fantastic things are here and finally the fashion world is starting to successfully integrate them into their activities. The most important events in the Fashion Tech sector, like the recent IT4Fashion have presented many significant case studies.

    In addition to the presentation of the new collections, emphasized by the virtual fashion shows, 3D is able to satisfy many needs of Fashion & Luxury companies, including:

    • 3D design Physical Simulation of fabrics, three-dimensional modeling from the concept to the working design for production.
    • Virtual prototyping Photorealistic Rendering, to reduce the time to market of the product and the number of physical samples compared to traditional processes.
    • Mass Customization3D printing to produce on-demand products based on customer needs, reducing warehouse requirements and logistics costs.
    • Retail – Experiences in Virtual reality and Augmented reality to capture the customer’s attention and engage them with the brand and its products.
    • Online3D configurators in real time for a realistic customer experience. Integration with e-commerce
    • Digital Marketing – A Virtual Photography Studio that can produce photorealistic images and illustrations for the drafting of product catalogs.

    As claimed by Jae Slooten, the production of clothes, shoes and jewelry is projected towards an increasingly digital dimension.

    For further information on 3D and Fashion Tech we suggest reading the following 3D Stories articles.

This post is also available in: Italiano

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Francesco La Trofa

Architect and journalist with 20 years’ experience in 3D technologies.
Consultant to public entities and 3D businesses for aspects relating to design and communications.
Head of editorial content at and co-founder of Digital Drawing Days, the only event of its kind in Italy.
Actively involved in research and teaching at Milan Polytechnic.
Edits 3D STORIES for Protocube Reply.