(By Irene Cacciarini; art directed by Pablo Patanè)
The Shows
Virtual reality may still be in its infancy, but FTL Moda was quick to make history with NYFW’s first-ever all-virtual show, in conjunction with FWO and Samsung.
After a successful series of shows during New York Fashion Week in September 2016, Samsung continued their collaboration with Fashion Week Online, RNWY, and multipurpose platform FTL Moda, founded by Ilaria Niccolini.
On February 14th, the 6th day of Fashion Week — and the official day of love — New York’s fashion elite gathered at Samsung’s Space 837 in Chelsea to present the Future of Fashion: fashion shows in pure virtual reality.
New York’s fashion elite gathered at Samsung’s Space 837.
The VR experiences were produced in Milan by the FTL Moda team, creating five stunning shows featuring international designers Limor Ben Yosef, Premal Badiani, Fllumaé, Sonja Tafelmeier, and Invicta, one of FTL Moda’s showroom brands.
The VR experiences were produced in Milan by the FTL Moda team.
At noon, Space 837 opened their doors to fashionistas, trend watchers, and celebrities. It was divided into a showcase, a museum, red carpet, and a VIP room.
Huge Samsung displays and virtual reality glasses brought FTL Moda’s vision to life, and left some guests almost speechless.
A huge video installation (page top) created by Irene Cacciarini and directed by Pablo Patanè was created for the makeup room, featuring Make Up Pro. According to Ilaria:
“We created a makeup room experience with a long conference table and an extra long white canvas, and we included 100 lipsticks to be used to leave all sort of messages. The backdrop utilized three huge LED screens by Samsung, in a video made up of interchangeable faces. The faces were generated by combining different identities: we like to think of our platform’s vision as an ‘inclusive’ one, that gives voice, stage, and opportunity to all identities that share the common good.”
You can see some of the virtual reality presentations from the event here. Meanwhile, enjoy some of the 2D shows and pictures of the event and featured designers below.
We’ll be adding to this story as new developments come up, so keep checking back.
Older news is below:
Yes VR is becoming more and more important in the fashion world, and there are multiple reasons for that. One of the reasons is definitely the fact that both augmented reality and virtual reality are extremely accessible right now. There were some price drops, so a lot of fashion related companies can easily afford getting multiple units like this. Then you have some interesting apps that were created to help you make the most out of various fashion ideas.
For example, a lot of people use VR apps on their phone or desktop units that allow them to try out various clothing items without even wearing them. Let’s face it, modern people lack a lot of time to try clothes, so being able to see how a clothing piece would look on you is quite impressive. Yes, this type of VR fashion ideas helps save a lot of time and effort, which is exactly what you want to have in the end.
Then you also get to think about photo shoots. A lot of companies focus on using augmented reality or virtual reality in the case of photo shoots too. Why does this matter? Because these create a unique way of exploring a location naturally, and it just brings in front a completely new way to see clothing designs, study the way they look on a model and so on. This type of concept is very new, but it has become quite incredible due to its remarkable features and tremendous value. It’s the uniqueness of the creative process and the fact that you can do something like this which makes it so remarkable.
Then you have the fact that you can experience the runway feels and emotions via virtual reality. This may be a new trend, but seeing various interesting runway experiences from your VR unit is as exciting as it is outstanding. Some of the top brands allow you to do that right now, and we expect more and more to deliver this type of experience in the near future. It is something amazing, and it goes to show the true dedication and value that can be delivered via such a service. Also in development is a fashion week dedicated to vr.
Of course, you have wearable VR tech that uses smartphones, so there’s a huge accessibility to the market as well. That alone makes it easier for customers to receive the results and value they want, which is exactly what matters for a lot of customers.
Adding augmented reality and virtual reality in the fashion world may seem like a stretch at first, but this does make a lot of sense. And in a world where there are lots of challenges to overcome, studying the market and knowing how to adapt to it can be very important. Plus, VR and AR show that a fashion revolution is on the way, with customers having more incredible ways to get involved in the entire process. Which, in the end, benefits both companies and the consumers that enjoy this type of experience!
We belong to a generation filled with technological adventures, where things are constantly changing. Social media has revolutionized our lifestyle but today we have moved a step ahead toward the ultimate tech adventure: virtual reality. This is definitely an interesting thing to explore, a person just needs to strap on a unique headset and he is transported into the scene being displayed on the screen. Indeed, something like a magic but in actual it is an advanced form of technology.
With the increasing popularity of virtual reality, it is now being connected to the fashion world. Recently, the first ever VR advertisement was created by Kate Moss Stars and it features a perfume. The most famous supermodel brought VR to the commercial spot in form of this ad and Tilbury spoke that this ad soon became popular with a large audience base when compared to traditional media. Another impressive VR experience was recently launched by Tommy Hilfiger and it was a big hit in the fashion world. After this, many other popular fashion brands such as Balenciaga and Rebecca Minkoff also launched their amazing VR runway shows. The 7 For All Mankind also allowed customers to experience VR while shopping in their store.
As current generation is more involved with online shopping experiences from past few years instead of wasting time in market visits. But studies show that next change in the shopping world will happen in terms of VR screens and people will again look for store experienced with interactive VR Fashion screens. Many big retailers and big brands like Macy, Harvey Nichols and Zara are making efforts to install advanced VR screens in their stores.
The world of fashion has a great connection with the VR technology. Several brands are now integrating this technology into their fashion catwalks to add a unique impact. The VR experience is not just limited to clothing; rather it also has a great impact on other parts of our life. The recently launched iPad App BeoHome is capable enough to help users to visualize their home settings on screen. In simple words, we can say that Virtual reality along with Augmented reality has created a powerful digital growth channel for the world. Last year, the big brand HTC Vive presented details about its new venture capital alliance in support of Virtual reality and the estimated cost of this project is somewhere around $10 billion. The great news is that almost 1000 new users are joining the VR world every day and there are already more than 600 specialized VR apps in the market.
Experts reveal that the revenue of AR, VR technologies along with hardware and software background is going to have awesome growth in coming years and the estimated revenue will reach in the range of $80 billion to $182 billion before 2025. Hence, fashion industries are completely ready to take benefit of this technology. The apparel industries are working hard to adopt VR technology into their workspace and VR fashion shows so that they can provide best digital experiences to buyers while saving time and money.
Samsung’s Vision of the “Future of Fashion” Unveiled
by Clara Myer
Samsung has big plans for fashion. Like, BIG plans. Just last week, they unveiled just a few of them at the National Retail Federation’s BIG show. And it was impressive.
As guests entered Samsung’s 837 studio, they could see four live mannequins showcasing the new Samsung products on display, from the Gear S3 smart watch to the Galaxy Tab S2 tablet.
Every corner of the space had something new and intriguing. The way each model posed with the product combined with their ultra-cool, head-to-toe Adidas outfits conveyed how every “it girl or guy” will be dressing. As each model gave a sense of how easy it is to show off the newest Samsung piece, every person in the crowd wanted to be them.
Every person in the crowd wanted to be them.
Attendees snacked on yellowtail sushi balls, parmesan flan served in egg shell cups (which one woman loved so much that she admitted to wanting to fill her pool with it) and jalapeño cheddar tots, which was my personal favorite out of all of the savory bites.
You could order up the signature drink of the event — a hand-crafted Samsung Manhattan — while looking over the Highline in the Meatpacking district. Guests sipped away while being surprisingly entertained by two different flash mob dances.
All of a sudden the amazing DJ Rosé interrupted her stream of music to play an urban, upbeat song that the live mannequins performed a dance to at the center of the venue. The swift movements and passion that the performers radiated got everyone talking as some even tried to hop in.
Not only were some of the Gear S3 Classic and Frontier smart watches out for display, but you could actually sport one for the night. For non-Samsung phone users, you could even try out a Samsung phone to pair with the watches or Gear Fit2, their latest fitness band. I tried out the Classic Gear S3 watch, which looked so sleek peeking out from under my blue fur coat, and it was fun and easy to use.
The popular bezel around the face from the S2 model (which we recently got to try out with Vogue) is more fluid, and the watch now has an LTE feature.
This is major, for those of us who like to discretely check what is going on in meetings, or can never seem to remember our phones. Did I mention you can even order an Uber through the watch? The capabilities of the Samsung Gear S3 are endless.
Samsung’s virtual reality headsets were available to test out, but in a whole new way to excite and inspire these guests. The app “Obsess” — which is bringing a new shopping platform for fashion to virtual reality — was being shown on the virtual reality headsets. One of the scenes you could test out was the recent Dior show in Paris. You step into the front row of the show, seeing the show from all angles.
You step into the front row of the show.
The whole idea of virtual reality fashion is quite fascinating. No matter where you are, you have the chance to step inside a foreign place and feel as if you are actively participating in an adventure you might have never dreamed possible.
With the “Obsess” app, you can sit front row, next the fashion elite like Olivia Culpo, all from the comfort of your own couch at home.
Whether you are deeply invested in each look that passes by, being distracted by your favorite A-list celebrity across from you, or admiring the architecture and ambiance of the venue, it’s all there. Through this app you have the ability to “heart” your top favorite looks, which will then be emailed to you with shoppable links.
You can “heart” your favorite looks in VR.
In another “Obsess” adventure, you could “go” into a glamorous designer boutique, virtually walking around to each corner and product within a store. Whenever you saw a piece that sparked your interest, you could read its description, price, and the brand, all by focusing on it. You could easily “heart” a pair of jeans or sweater that you wanted to purchase, or save for later.
Neha Singh, Obsess VR
The founder and CEO of the app, Neha Singh, was there to talk about the early stages of “Obsess” and how retailers will integrate it into shopping experiences of the future. Before she became a VR entrepreneur with amazing shoes, she had spent time at both Google and Vogue. This instantly explained her amazing style and innovative app, which is sure to be the way for fashion-followers everywhere to experience elite fashion events and see a whole new side of the fashion industry.
The founder and CEO of the app, Neha Singh, was there.
Here are some other “wow” moments from the evening:
– A display that recognizes you as you enter store from your mobile device, and welcomes you on a large display screen
– A Samsung video wall used for “sentiment analysis” (it detects and displays your mood — no more resting mean face!)
– Examples of Samsung Pay added to vending machines (these exist already!). You just tap your phone with Samsung Pay to the front of vending machine. Transaction approved.
– A touch-and-tap payment cartoon
– Item pedestals that light up purple if the item displayed is already in your cart
One of the event’s offerings was a room set up as a photo-booth. When Samsung has a photo booth, you will get an experience that far surpasses any traditional photo booth you have ever encountered.
Purple Means It’s In Your Cart
Leave it to Samsung to solve the age-old problem of fitting all of your friends into one group shot! This is where the Gear 360 camera comes into play.
The spherical camera was set in the center of the room on a tripod, paired to a Samsung phone that can trigger the camera when you take the photo. The camera has multiple lenses so you can capture all 360 degrees of the space and stitch it together for one full photo.
After each photo, you can email the full 360-degree image to yourself, complete with shareable social media links.
Covering the walls were Samsung’s digital photo walls with interactive touchscreen capabilities. Imagine, trying on a full outfit inside of your favorite store without even taking off your coat!
This technology is setting the new standard for how people shop, and reinventing the world of retail to better connect with the millennial shoppers.
Imagine, trying on a full outfit without taking off your coat!
Digital mirrors will show personalized marketing and information to shoppers.
With the amount of time that we are spending staring at the screens of our phones, Samsung has blown this screen up and personalized it. As consumers’ attention spans — and ability to be amused — shrink, the demand for a personalized experience grows.
The digital displays and mirrors bridge the gap from traditional shopping experiences to the type millennials demand.
At the end of the night every attendee, including myself, left with an exciting taste of what the fusion of technology and fashion is going to do for retail. I cannot wait to see what else Samsung develops to inspire, intrigue, and amaze shoppers of the future.
Intel’s True VR: Key to Fashion Events in Virtual Reality?
True VR is Intel’s new company dedicated to transmitting live events straight to your phone through the magic of Virtual Reality. They’re already teamed up with the NFL to send high quality live footage of games and post-game highlights to users of VOKE’s TrueVR technology.
Imagine being at one of the world’s biggest fashion events, front row and close enough to be able to touch the hot new designs before you. No, you don’t have to be a Kardashian to experience this, thanks to VOKE’s virtual reality streaming. With the rights apps and VR equipment you can watch New York Fashion Week from the comfort of your own home; you don’t even need to change out of your pyjamas.
All you need is Samsung Gear VR headset, or Daydream headset with compatible devices. Download the Intel True VR app onto your device and you’re ready to go. Better than actually being at NYFW, this VR experience also allows you to zoom in on what you’re watching, so you can see the fabrics up close, examine the shoes and accessories to your heart’s content and even turn and see the real audience’s reactions.
According to Intel, this experience is a true 3D event. You will feel like you are sitting in the audience, not just watching in on a TV. Unlike other traditional VR experiences, you aren’t just seeing it in 3D but you’re actually experiencing the whole atmosphere and get a truly personalised experience of the event.
This is going to change the future of VR and in particular, VR fashion. The whole point of virtual reality was to make people feel as though they were actually living the event instead of just watching it, but VOKE and TrueVR technology means that you get a far deeper involvement in it. Already being used for football fans to enjoy NFL games live, now that Intel have moved on to fashion, they are widening their fan base by millions.
VR fashion allows runways, models and designer clothes to come to the ordinary, everyday people. So many people buy fashion magazines in order to see what their favourite designer is up to, or to look at pictures of the flawless models, but how close to a real life experience is this? Ultimately, all you’re looking at is a flat image of a person.
VR fashion is the next generation of enjoying fashion, leaving people able to live their fantasies of being front row at some of most exclusive fashions events in the world. No longer is the world of fashion for people with lots of money or connections; it is reaching more people than ever before and letting designer’s work been seen by so many more people. It will make fashion a far more accessible world and that can only be a good thing.
And in the context of VR Fashion Week, it’s just one more tool in the proverbial tool belt, to create truly a immersive fashion show experience.
VR Fashion: Taking a Seat in the Digital Front Row
Virtual Reality, or VR, has become a popular technology in a lot of different industries. It is incredible being able to view a lifelike image from anywhere in the world. Many people wouldn’t immediately connect VR to the fashion industry, but the two have become merged. There are many developing trends in VR fashion, and we are here to cover some of the latest developments.
Virtual Reality Runways
You probably guessed it, but VR fashion runways have become popular among big name brands. The best part about it? You get to sit front row in the virtual reality viewing. Tommy Hilfiger, for example, has an in-store virtual reality fashion show so that you can view the trending wear while at the store. Think of it as another way to try before you buy, but with this way, you get to see how it looks on the models.
Know What The Celebrities Wear
Google Daydream has recently added a way that you can look in the closets of some of the biggest celebrities and models, including Kendall Jenner. This allows you to see the trending looks from these models. VR takes the experience and makes it far more realistic than simple pictures would. You get to feel like you are there and take in more of the closet.
Augmented Reality Fashion Magazines
Have you ever thought that a page of a fashion magazine really popped out at you? Well this is actually happening with the power of augmented reality. More and more magazines are using apps that allow users to point their devices at a magazine and up comes 3D images on the screen of the device. Imagine being able to add more content to fashion magazines, from high definition visuals to a full 360 of a model.
W Magazine is just one of the fashion magazines to have picked up on this trend. They have a 3D model on the front page of their September issue and throughout the issue you can find 2D photos and other augmented reality content to compliment the traditional material.
Augmented Fashion Tryon
Ever wanted to see how a piece of fashion would look on you? Augmented reality allows you to see how a new piece of clothing or shoe would look on your body without having to buy it or physically try it on. The only problem with this use of technology is that if you want to see what a shirt or hat would look like on you, you need a friend to take a photo of the augmented reality for you.
Converse has launched an app where you can try on different shoes with the camera on your phone. You simply point your phone at your feet and it will allow you to select different shoes from the various lines of converse.
Trying on clothes with augmented reality allows buyers to better experience their online purchases before buying them. You will have an idea of what it will look like before it arrives. Time saved also allows customers to look at more items if they are on a schedule.
VR and AR Data Gathering
Fashion companies have started to use virtual reality and augmented reality to gather information on consumer trends and details. For example, an Indian company has started to use the data gathered to provide better options in terms of fitting and physical trends around the world. It also allows to establish likes and dislikes. With this information stocking can be improved so the proper sizes are where they need to be.
It is important to note that the trend of focusing on mobile-based virtual reality for the fashion world has continued. Computer-based virtual reality is expensive and the major consumer base for such devices is the gaming industry. Even then, the percentage of gamers that have high-tech VR rigs is small. Mobile platforms allow more fashion consumers to enjoy both virtual reality and augmented reality at an affordable price. The advent of a centralized VR Fashion Week experience is also on the horizon.
The VR fashion world is moving to using VR devices more and more. Such devices open up a lot of new doors for fashion lines and this is being realized on an almost daily basis as companies are trying new things with these devices. As virtual reality devices become more common place amongst your everyday consumer this will become even more important.
Last 2009, Alexander McQueen collaborated with Nick Knight to showcase his collection in the first-ever (by some accounts) livestream show.
This innovation changed the way we look at the fashion show forever. With the latest advent in technology — virtual reality fashion shows — designers are looking for ways to incorporate these advancements to their show, to improve the experience for their fans. Today, an increasing number of fashion brands are using virtual reality that provides a unique and special ways to look into the services, products and runways shows. Augmented reality offers a closer look, personal experience and intimate access in the industry.
Virtual Reality: The Future of Fashion Shows?
In the fashion industry, technological innovation presents a new and interesting approach to entice new buyers. Imagine a show where you will never have to deal with the stressful traffic, late models and unnecessary talks; or perhaps, you are looking for ways to just skip the horrible collection and just move to the better stuff. Imagine all of that happening at the comfort of your home. You will have the best seat in the fashion shows while sitting comfortably at your armchair.
With augmented reality, the location of the fashion shoot can change invariably. They will simply shoot the entire show using the green screen at the backdrop, and they can easily alter the location once they placed it at the VR set-up. They can make the models appear like they are walking on the glaciers, through a narrow platform at the space station or perhaps at a secluded location at the Amazon jungle.
Using augmented reality allows you to shot the entire event in 360-degrees which means that everyone who has an access to the fashion show using the headset can have a premium pass and an exclusive access to the Behind-the-scene footages. VR is still in its stage of development, but as this medium evolves, more innovation and features should be expected that will raise the fashion shows into new heights. The true potential of this technology is yet to be uncovered, but as of today, it allows us to watch the things that are beyond the usual runway.
Virtual reality has also invaded the New York’s Fashion week as several designers have hoped to boost the consumer experience of the attendees by offering their brands using the VR technology. The public was able to have an access to the 13 collection using their gadgets in 2D. It has been a revolutionary opportunity for the fashion industry. By using this latest technology, they made it possible for the thousands of individuals to have the best seat. The increase in the visibility and the awareness in the part of the designer are just immense.
As the fashion industry starts to use the VR technology, most designers are looking forward to the vast opportunities that will lead to better capabilities and enhanced customer experience. Since you are not basically restricted to the laws of science in augmented reality, this can change the way designers create and present their clothes.
As of 2016, the fashion show industry was supposed to be dominated by virtual reality.
Before the VR industry came in, many people were predicting that film fashion shows would eliminate the expensive runways and catwalks but to their surprise, catwalks and runways are still dominating almost every fashion show. Many tech giants have invested heavily in virtual reality devices like Oculus Rift, Samsung Gear, and Google Daydream so as to enhance the effectiveness of the fashion shows but the demand of these devices are still very low. In 2016 surveys, it was revealed that 55 percent of fashion show fans wanted to buy virtual reality devices, but only 24 percent of the fashion show organizers were ready to invest on virtual reality.
Good Reviews from Users
For the few people who had the privilege of testing the virtual reality devices, they gave positive reviews about them. Besides the extraordinary emotional enrichment on fashion collections that virtual reality devices gave to people, they were also cheap and affordable, an example being the Google Cardboard. Ideally speaking, the technology of vr is great but what is lacking is the consumer engagement and usefulness to the new inventions. If VR has to predominate the fashion industry, then a lot of brands should embrace and utilize it so that people can get used to it.
The Effectiveness Behind Virtual Reality
Fashion is based on emotions and experiences, if the fashion style yields an exceptional feeling to the customers, then it would definitely be chosen by many people. Virtual reality can create that feeling and emotion even though the brand itself might not be up to the standards. Virtual reality creates the environment, circumstance, and feeling where the customer is not there in reality, but he or she wants to be there. A good example is when virgin holidays made their customers to enjoy destinations using virtual reality. It brought windfall earnings because many customers stayed in those destinations for long.
John Lewis was also able to get a lot of clients when he used virtual reality to do his house remodeling work. A lot of people liked, it and he started getting endless contracts since people wanted to get something different and unique. If the fashion collection stores and shows can embrace virtual reality and make people use it in large numbers and frequently, then VR is definitely going to dominate the fashion industry.
The Bottom Line
As it stands, customers are ready to use the technology of virtual reality, but very few people are ready to stream their fashion shows in virtual reality technology. This is what is making the runways and catwalks to be predominant everywhere. Fashion shows have been using VR and 360 degrees videos. An example being the New York Fashion week which used Intel as there technology partner to stream their show using virtual reality. Mercedes Benz fashion week used the YouVist to stream their show in virtual reality technology from preparation to front and backstage. There is a dilemma on the fashion show organizers, whether to stay traditional or go for virtual reality technology. But by the look of the situation, virtual reality is far away from eliminating traditional fashion shows.
Predictions about Virtual Reality Use in Fashion Shows
Virtual reality has come a long way. It is no longer conceptual only. It has been introduced into the market and consumers are more than ready to invest in a headset if it promises to augment their view of reality. The uses of VR headsets are limitless. So far, the headsets are being used for gaming and watching movies using mobile phones and gaming systems. The use of these headsets has been growing into other areas as well. The fashion industry has not been left behind on this trend.
Different Options to Choose From
Different companies have been manufacturing VR headsets. These companies include Microsoft and Google, to mention but a few. You can now choose from: The Oculus Rift, HTC Vive, PlayStation VR Headset and the Microsoft HoloLens. These are all high quality and pioneer VR headsets.
One of the challenges facing Virtual Reality is motion sickness. While some companies claimed to have eliminated this, the truth is that the challenge will always be there for some people. The solution that most headsets have come up with is simple. They have reduced the lag that occurs between the movement in one’s head and actual movement as depicted through the headset.
VR in Fashion Shows
Fashion shows also plan on moving along with technology. The VR headsets should be put into use soon. Some designers and shows have already incorporated this technology. Some examples include:
· The use of VR in boutiques to see behind the scenes during runway shows
· The use of the headsets to screen makeup tutorials
These headsets will carry out different function sin the future including:
· Watching fashion shows on the headset from the comfort of your home as opposed to being there for the event and buying expensive tickets
· Creating virtual runways so that everyone with a headset is able to virtually attend the show
· Anticipating how some clothes will look on you as a model walks down the runway. This will also allow you to order the item during the show and have it shipped directly to you without having to go through retailers
The advantage of virtual reality in fashion is that it will enable anyone with a headset to have access to these often exclusive fashion shows.
Challenges of Using Headsets for Fashion
These future predictions face major challenges from Fashionistas. Some crave the atmosphere that is present during fashion shows. The assumption is that having a virtual show will rob them of this benefit. They will not be able to feed off the energy during these shows. Designers and fashion show organizers are therefore at an impasse: to get in line with technology or to maintain the traditional way of doing things that people prefer.
Virtual reality has many capabilities. The rest of the world is moving towards this technology, and the fashion industry needs to fall in line as well. It would be interesting to see just how far VR could take fashion shows.
