HOW VIRTUAL REALITY IS BANGING THE FASHION INDUSTRY
Imagination to Reality @ www.frulix.com.
The chic geek in me gets thirsty for the bizarre, totally unwearable apparels that seem to exist only on the runway and in the galleries. VR is where my fashion fantasies can turn to reality.
In the past decade, the fashion industry has driven growth largely by tapping emerging markets, opening hundreds of new stores. Over the next decade, it is ultimately consumer adoption of VR/AR that will drive the most opportunity for fashion companies — and already some brands like Tommy Hilfiger, Coach, Gap, Sephora, etc. are dipping their toes in the space.
BLURRING THE BARRIER BETWEEN FASHION AND TECHNOLOGY
Technology has evolved a lot since decades, but closets have been largely untouched by innovation.
Now, that’s starting to change.
Digital media is changing the way we approach to styling, by no longer depending on showrooms to shop or figure out what would suit one’s body type. This is not only very comfortable, but also saves a lot of time. We are seeing a massive rise of labels getting viral for online purchase and even top designers showcasing the clarity in their designs in 3D. For instance, the designer, Iris Van Herpen works with techniques like laser cutting and 3D printing to create otherworldly shapes. Herpen’s delicate dress covered in thousands of silicone-coated, hand-blown glass bubbles is never seen out on the street, but in VR. Hence, the barrier to wearing it would be practically nil.
https://www.youtube.com/watch?v=hwojfIUtBC8
Gist of how VR is helping the Fashion Industry:
- Virtual fashion stores (through softwares)
- Virtual humans (3D Avatars) to help with trials
- Fashion showcasing (runway) in Second Life
Here Second Life is nothing but the Virtual World where the models and clothes are based upon avatars. When we use virtual reality as part of a live fashion show, a 3D image is projected into a real world setting, which is a catwalk as a part of the show.
The whole point of high fashion — the attires, the theatrical runway shows, the photo shoots that appear in magazines — is to make us dream, to create a landscape that’s brighter, stranger, and more fantastic than the one we actually live in. FASHION is one of the most appropriate thing for the virtual world.
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