Fashion and virtual reality: a true revolution?
Technological innovation in the fashion world is opening up new scenarios and new perspectives for the apparel sector. Virtual reality applications for the fashion industry are starting to proliferate, ranging from useful applications for the user, such as the virtual dressing room, to apps that, on the contrary, use the wow effect to engage and surprise the public. With this article, TwoReality presents you some of the most important ones, developed by different realities during the last months.
Tommy Hilfiger combines fashion and virtual reality in its stores.
The ultimate in fashion and technology: a perfect match! With the launch of its new virtual reality shopping experience in a series of outlets in the United States, Tommy Hilfiger allows its customers to live a three-dimensional virtual reality experience in 360°. Through the application it is possible to observe, in subjective mode visuals, both the catwalk and all the backstage areas that are usually inaccessible to those who do not participate in the fashion shows in first person. Thanks to a GearVR, Samsung’s virtual reality device, customers can immerse themselves in Tommy Hilfiger’s runway shows. Thanks to this innovative experience, customers can see the outfits in motion and the fashion show in its original setting. The goal of the application of this technology in stores is to surprise and fascinate the customer, proposing experiences that inspire and offer what was never thought possible before. This virtual reality demo is available in Tommy Hilfiger stores in London, Amsterdam, Dusseldorf, Milan, Florence, Zurich, Paris and Moscow. “Thanks to virtual reality we can take our customers inside the fashion show, or show the different spaces of our stores down to the smallest detail. Exclusive backstage moments, garments in motion, details of the fabrics, 360 videos of the tailors’ tailoring and the entire collection in its original staging. Tommy Hilfiger wants to enhance the shopping experience through digital innovation to “bring the public to some unique and identifying aspects of our company, which connects the customers of our point of sale with the most important events of the season”.
Sonia Carrasco and the first video fashion film (fashion lookbook) in history.
The project “Fragments”, by stylist Sonia Carrasco (IED Madrid student) and Exploradores15, has been presented at the Samsung EGO showroom in the context of the recent edition of Mercedes-Benz Fashion Week. It is surely a pioneering example of virtual reality applications for the fashion industry. The encounter between technology and fashion becomes innovative and fascinating with the creation of “Fragments can not be easy”. It is a 360° stereoscopic video with binaural audio, created by stylist Sonia Carrasco and presented at the last edition of MBFWM. The objective is to produce a series of videos in this innovative format to support the projects of the school’s students. “Fragments“, developed by Exploradores15, presents this collection through a fashion film in which the same model appears multiplied on stage, with a different look from the campaign. For this reason we used the GearVR Samsung – Innovator Edition virtual reality device, presenting five models of Sonia Carrasco’s Fall-Winter outfits. “The relationship between fashion and technology is getting closer and closer and it is undeniable that these are two sectors that enrich each other in a reciprocal way. We wanted to bet on the latest virtual reality technology in the fashion sector to carry out a pioneering project based on three pillars: innovation, collaboration and collective learning.”
Thanks to Oculus Rift, the Top Shop chain of stores in London transports the public from its stores directly to the fashion shows and backstage.
Participate in a parade in virtual reality (live? Not far off!). Oculus Rift introduces the user to 360° virtual scenarios without leaving home. The British fashion chain wanted to be the first to open this Pandora’s box, all this without leaving Oxford Street! Topshop, together with the agency 3D Inition, created a virtual experience during the last Fashion Week in London. A virtual environment that allows the viewer to live the sensation of watching the fashion show from a front row seat in the Turbine Hall; although one is actually physically in a store. The chain first launched a contest to choose the five lucky ones who have had the opportunity to enjoy the show through customized Oculus Rift glasses. During the event, filming was set up, using two high-definition cameras (one with a wide viewing angle from the front row of the audience and the other backstage). Thanks to the 180° viewing angle, users were able to observe the fashion show and also the celebrities seated next to them, as well as hear the original audio thanks to the binaural 3D sound. The experience was a resounding success and was recognized as “Project of the Year” at the BT Retail Week Technology Awards 2014.
Gareth Pugh and bespoke virtual reality, created in collaboration with Inition, with “Immersive Virtual World” at Selfridges department store.
Visitors to Selfridges department store in London can take a virtual reality tour thanks to a helmet designed by stylist Gareth Pugh. This multi-sensory experience is called Monolith and has been installed at Selfridges for the Festival of Imagination.
“I have always believed in the importance of fashion films and new technologies as an innovative and sweeping means of communication,” Pugh comments.
The visitor enters a soundproof booth and completely covers his or her head with a black, pointed helmet, which Pugh has designed especially for this installation, based on sets he created for the Royal Ballet. Those who don the viewer (Oculus Rift inserted into Pugh’s helmet) are transported on a journey through monochromatic cityscapes, undulating walls and figures whose silhouettes are inspired by Pugh’s designs. “When you’re inside virtual reality, you’re transported into another world…into a captivating, empathetic, 360° world.” The project was developed as part of a series of experimental installations for Festival of Imagination and London Fashion Week. This is a market with huge potential for digital technologies and it is important that it is now the big brands that are taking responsibility for this innovative drive.
Dior and its immersive virtual glasses, to sneak into the backstage of the fashion shows.
The famous fashion brand has gone one step further: it has developed its own virtual reality helmet. The device allows the brand’s followers to know what goes on behind the scenes at its fashion shows. The viewer integrates an immersive audio system and allows a first-person experience without leaving the store. “Customer behavior has evolved tremendously: today they talk, they share, they comment.” The user experience is now more than ever in search of unique emotions. Dior wanted to overexcite its followers by offering them free backstage access to the Paris fashion shows. “We know that our followers are curious about everything that goes on backstage. So we decided to offer them the chance to find out.” Hence the idea for the design of these immersive reality glasses with which its customers will be able to live the experience directly from the brand’s stores. Among the first immersive 360° videos available is the chance to watch Dior Make-up’s creative director, Peter Phillips, at work as he puts the finishing touches to the models’ make-up.
Rebecca Minkoff: interactive mirrors in the dressing rooms and on the 360° photo set with personalized cardboards distributed to the general public.
Customers in Rebecca Minkoff stores can order models directly from the dressing rooms through the interactive, digital mirrors: outfits are quickly delivered along with the beverage of their choice for maximum convenience. Rebecca Minkoff has always been convinced that many brands will follow her example and that virtual reality will play a key role in shopping in the near future. To live the experience, all you need is a cell phone and a cardboard device (virtual cardboard viewer). Minkoff has sold the cardboards through its online platform at $24 per unit, and they have quickly sold out of stock. It’s a customized, inexpensive version of cardboard, giving the general public access to virtual reality. Rebecca Minkoff is the first international fashion star to use cardboards to make this technology accessible. “The beauty of our platform is that it requires a very inexpensive device. For just €20 you can be transported to the front row of our fashion show,” said Rebecca Minkoff in a recent interview, in which she announced her intention to continue producing a steady stream of virtual reality content for her clients.
