Introducing VR is potentially a tiny step forward within that. One of the fashion industry’s biggest issues is the time delay between big budget shows that generate enormous attention, and collections actually hitting the shop floor once consumer interest has waned. The garments next to the setup are indeed the very same ones you can see in the 360 video, meaning they're instantly shoppable. By that I mean that it’s taking a catwalk event that occurred more than eight months earlier, and making it relevant to today. The smartest thing about this initiative however, is the fact it’s in-season. It’s about surprise by square foot, or newness.” “It’s not about turnover by square foot anymore. You have to provide entertainment,” Daniel Grieder, chief executive of Tommy Hilfiger, told The New York Times. “These days, you can’t just wait for people to come into the store and try on your jackets. This is one of those campaigns that seeing someone participate in makes everyone else naturally inquisitive to find out more about – the big square Samsung headsets are anything but discreet after all. Then again, the sales associates working on it said they had been fairly busy and received incredible feedback from those taking part, which I can well imagine. There’s no promotional information, let alone hype anywhere else in store, which seems like a missed opportunity (to be fair, the design is more prominent in New York). If anything, the setup is almost too subtle. A mat on the ground nods to the American Football theme, while a pillar beside it promotes the experience and forms a stand for the headsets when they’re not being used. They do so in a small area of the store next to the Tommy Hilfiger Collection line (one floor up in the Regent Street branch). She hopes to see a day where everyone, not just rich socialites, can “sit at the front row” and experience fashion come to life.For now, think of this one as merely a video with a prescripted path that the Tommy sales associates press play on. The computer softwares allow her to not only render designs to finer detail than seen by the naked eye, but also fit all her garments to figures often seen with Black women, creating a more inclusive space in a highly discriminatory industry. Mvuemba thinks that her fashion show may be the start of a new wave in fashion. I begin to ask myself questions about this: does the convenience and breadth of being able to reach a larger live audience outweigh the rich experience of the physicality of seeing models walk by in garments on a stage? This recent exploration into the world of digital fashion shows challenges the traditional experience of traditional runways and the necessity for these shows. Using computer generated graphic technology and 3D rendering softwares, Mvuemba was able to break past the limitations brought forth by the pandemic and reached an even larger and more inclusive audience through these means.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |