This time, we will introduce you to the AR fashion show “nwe 2021 SPRING SUMMER WOMEN’S FASHION SHOW”!
This work was created by the digital fashion collective “Augmented Fashion Research”.
Augmented Fashion Research is a collective established in the year 2020.
Augmented Fashion Research is a collective established in the year 2020, but it has been presenting us with a variety of ideas about what the future of “clothing” will be, and what the future of digital fashion will be.
The following is an explanation of Augmented Fashion Research’s works based on their themes.
About Augmented Fashion Research
Augmented Fashion Research
Augmented Fashion Research is a digital fashion collective founded in 2020.
Our mission is to design beautiful relationships between humans, society, and the world by blurring the boundaries between the virtual and the real, and working in a cross-border manner, with a focus on creating new “outfits” and “brand experiences” augmented by digital technology.
【Augmented Fashion Research OFFICIAL】
≪Augmented Fashion Research Website≫https://augmentedfashionresearch.com/
Profile taken from the website of Augmented Fashion Research https://augmentedfashionresearch.com/
This fashion show is created by Yuka Kamakura, an artist affiliated with Augmented Fashion Research.
After graduating from university, I worked for an apparel company in charge of PR and web production, and then joined One to Ten, a digital advertising production company, where I was involved in the planning and production of corporate campaign policies and experiential content. After that, I worked at a design office where I was in charge of website production for fashion and cosmetics brands. In the future, I would like to work in the xR x fashion field.
( Profile taken from Yuka Kamakura’s NEWVIEW SCHOOL member profile: https://newview.design/school/)
The clothes expressed by Augment Fashion Research are different from the clothes that exist in the real world, using geometric animations.
The clothes expressed by Augment Fashion Research are different from the clothes that exist in the real world, using geometric animations to create works that cannot be seen in reality.
“nwe 21SS FASHION SHOW” が #NEWVIEW ファイナリストとして選出されました。
▼ This video is the Digital ver. pic.twitter.com/AA7T7KbLMV
— AugmentedFashionResearch (@afr_nwe) December 5, 2020
About nwe 2021 SPRING SUMMER WOMEN’S FASHION SHOW
When the scene of this work starts, a rectangular object appears, which plays the role of “runway” in a fashion show, and viewers experience the show by looking through the runway.
In a normal fashion show, there would be a long and narrow stage with many viewers around it, but “nwe 2021 SPRING SUMMER WOMEN’S FASHION SHOW” is designed to allow viewers to experience the show in a one-on-one relationship with the models, which is only possible with AR.
Each outfit is very unique, and by using linear animation and projecting clothes that are not yet feasible in this world in real space, the viewer can experience a new sensation that cannot be experienced in a normal fashion show, such as the intersection of the viewer’s time axis and the time axis of the virtual space.
This work can be viewed as an extension of the AR medium and the possibilities of digital fashion from two perspectives.
The future of fashion” seen through AR
The first is that it is a fashion show presented in AR.
The advantage of AR is that it can be viewed anywhere as long as you have a device.
The fact that you can take the space with you and experience the fashion show whenever and wherever you want is very futuristic.
Another point of interest is the way the clothes look using animation and high quality shaders.
It was also interesting to see how they used optical illusions to create trick art-like expressions in some parts.
This kind of expression makes the theme of blurring the boundaries that Augmented Fashion Research aims for more convincing, and I feel that it embodies the brand’s worldview where our reality and the world of the future intersect.
Movement of clothes using CLO
Another point of appreciation is the movement of the clothes. If you look carefully, you can see that the clothes move just like in reality.
This is because the data for these clothes was created using CLO, a 3DCG tool for apparel.
You can find more information about CLO in this article.
CLO is a tool that uses 3DCG on a PC to create patterns, sew and simulate clothes.
One of the features of this 3DCG tool is that there is no discomfort in the movement of the clothes.
New Possibilities of Digital Fashion
Nowadays, fashion expression using 3DCG is used not only for fashion shows but also for various purposes such as collection looks, events, and sample creation.
Recently, Balenciaga’s collection that combines games and fashion has become a hot topic.
While the Corona vortex has made it difficult to actually visit stores and exhibitions, BLENCIAGA has provided a place to experience fashion by creating an exhibition hall in the game.
The characters in the game are real world models equipped with items from the collection and placed in the game using photogrammetric technology. The looks were also photographed using photogrammetry, making them more game-like.
In this way, 3DCG is actually being used to show fashion in various ways, from fashion shows to collections. In the future, as VR and AR become more widespread and fashion expression becomes more diverse, things that were impossible to achieve will become possible.
“nwe 2021 SPRING SUMMER WOMEN’S FASHION SHOW”, where fashion and AR are fused together. Let’s experience the new form of fashion show created by mixing real and virtual space.
- Experience it from your smartphone
Download STYLY Mobile and start up the scene. For instructions on how to download, please refer to the following article.
- Experience it from your smartphone
Click on the image below to access the scene’s page in the STYLY GALLERY. Select a device and experience it.
Let’s learn VR/AR content creation from no experience
NEWVIEW SCHOOL ONLINE is an online learning site where you can learn the basics of Unity and PlayMaker, which are necessary for VR/AR content creation, and learn the process of creating the attractive content distributed on STYLY (production techniques will also be disclosed).
- You can create VR/AR contents without writing programming code.
- Officially supervised Unity courses are available.
- Additional elements such as photogrammetric production methods and content weight reduction are available.
- You can learn how to think about creating VR/AR content.