#9-New Show Format

Four-Dimensional Fashion Show and Holography

While new technologies have many uses, fashion designers have started to integrate it into their runway shows to create a new fashion formats and experience that wow audiences and set them apart from other designers. I’m going to show you two new show formats today---- four-dimensional fashion show and holography.

As these images and video showed, through the magic of cutting-edge, architecture light-mapping technology, Ralph Lauren presented the world’s first four-dimensional fashion show experience featuring digital sound effects and even scents from Ralph Lauren fragrances. I love the idea that they made a historic fusion of art, fashion and technology which is great at striking a balance between “timeless” and “modern.”

Holography is another of the technologies. By adding this technology to the show the designer engages the audience’s senses while also showcasing an incredible work of art. Burberry is the most recent designer to showcase holographic technology in their show as mentioned in my former blogs, but they weren’t the first.  Both Diesel and Alexander McQueen integrated the technology into their shows.

 

To celebrate the opening of their Beijing store, Burberry held a runway show with virtual technology that included real-time video and holographic technology. Models walked the runway while computer graphics interacted with their clothing and movements making it difficult to distinguish the live models from the holographic ones. By infusing fashion with technology Burberry was able to create a stunning work of art on the runway.

In addition to models walking the runway Diesel projected animated holograms that were visible to both sides of the catwalk, Liquid Space. The holograms represented an underwater landscape depicting a futuristic world of bioluminescence and giant mechanic cephalopods. All of the images were projected mid-air during the show to move with and around the models.

During Paris Fashion Week, Alexander McQueen projected a 3D image of Kate Moss in an empty glass pyramid. The image appears spontaneously in mid-air and twists and spins itself into the shape of a woman before revealing that it is in fact Kate Moss.  Just as quickly as the image appeared it disappears into thin air. McQueen managed to not only show off his new collection but also create an unforgettable experience for the audience.