Fashion is a concept where everything changes and grows. It is always open to innovation, and new experiences created by creative minds.
The industry changes along with technological advancements and new gadgets. Brands are now, more than ever, combining fashion with technology to create a more immersive experience that allows audiences to live within the designer's vision. Technology is being used creatively by brands and visionaries alike, challenging the methods in which art is produced and appreciated. Now, there are multiple immersive and interactive fashion experiences and runways where that are far from the traditional image. Let’s see some successful examples of immersive and interactive presentations.
1. Spring / Summer 2017: British fashion designer Christopher Raeburn designed an immersive digital fashion show in association with the luxury travel company MCM.
Image Credit: Christopher Raeburn
This fashion show was a fascinating experience for viewers because it was inspired by everything natural, including the sun, wind, and rain. The figures were part of a "360-degree immersive installation" that was surrounded by digital weather simulations. In one exhibition, the models were encircled by green "swirls" that depicted wind, while in another, they were enclosed in a sphere that resembled a star. The most fascinating display included models enclosed in an asymmetrical digital display with circling lights and frantic swirls of blue and purple.
Image Credit: Christopher Raeburn
The digital fashion show gave the idea of fashion shows a new lease on life by combining fashion and technology.
2. The World of Ferragamo Comes to Life in Immersive Space: Maximilian Davis debuts his Spring/Summer 2023 collection via an experiential art installation.
Customers will be taken on a journey by Ferragamo where they will be able to decide for themselves which products speak to them. The goal of The World of Ferragamo is to encourage visitors to exhibit their creativity as they put together their clothes using virtual mannequins and room navigation.
Image Credit: Ferragamo
Image Credit: Ferragamo
3. The Maisie Wilen Fall-Winter 2022
The holographic presentation of the collection is a natural progression for the Maisie Wilen brand, which has always been founded on digital ideation and design. The optical illusion prints, mattified sequins, and holographic vinyl used throughout the collection play with perception and straddle the boundary between reality and fantasy to create a wardrobe that is equally as suitable for one's online identity as it is for their physical self.
Image Credit: The Maisie
By using Yahoo's volumetric capture technology, the live holographic experience focuses on 7-foot-tall surreal projections set up in a gallery environment with a corresponding audio experience. Each outfit is given a fragmented reality by the model's behaviors, which range from wild dancing to mocking laughter, and as the collection goes on, this fragmented reality becomes more and more frightening.
A sequence of cinematic-quality projections will display each member of the virtual cast wearing an outfit from the FW22 collection. This will give visitors a close-up look at Maisie Wilen's FW22 collection and fully immerse them in it.
Video Credit: The Maisie
4. Moncler Genius – “ART OF GENIUS”
This year, in 2023 London Fashion Week, Moncler Genius presented its collection Art of Genius. This collection’s creative minds are Alicia Keys, Pharrell Williams, Mercedes Benz, Palm Angels, FRGMT, Adidas Originals, Salehe Bembury, and Roc Nation by Jay-Z. These creators came up with an environment where it was magical and capturing. Every section of this experience came up with different projects and products. It is all about art, the environment, and innovation.
If you want more details about this immersive project, check out our recent blog!
Video Credit: Moncler Genius
5. Vogue X Snapchat: Redefining the Body
Edward Enninful OBE is the curator of Vogue x Snapchat: Redefining the Body, a ground-breaking partnership between Vogue and Snap Inc. that shows how augmented reality can advance the field of physical fashion by enhancing and changing clothing designs through cutting-edge digital experiences that are accessible to a diverse global audience on Snapchat. The exhibition had its premiere in June 2022 at the Centre d'art La Malmaison in Cannes, and on February 18, 2023, it’s open for a second time in Central London with a special event during London Fashion Week.
Image Credit: Vogue
Image Credit: Vogue
Six of the most prestigious fashion houses and designers in the world are represented in this ground-breaking exhibition: Dior, Kenneth Ize, Richard Quinn, Stella McCartney, Thebe Magugu, and Versace. Each is a leader in the contemporary reconstruction of ideas about the body, exploring race, gender, age, sexuality, and size. With the use of Snapchat's interactive Augmented Reality Lenses, which have the ability to animate, reflect, refract, and evolve the person or image in view, the traveling display Vogue x Snapchat: Rethinking the Body demonstrates how these various interpretations of the physical form can be improved.
The question is why are immersive experiences so popular?
By making people believe that what they are seeing or feeling is real, it enables them to sympathize, be inspired, and learn on a whole new level. Because of this, the aspects of sight, sound, and touch should be considered while developing an immersive experience in order to make it more captivating.
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