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MBFW Russia and 3DCap the First in Russia to Create Fashion Lookbook in Virtual and Augmented Reality
March 7, 2018 16:16


The first 3D fashion lookbook with 20 designer models was made in Russia. If you have a gadget supporting this feature, you can enjoy integrated AR (augmented reality) directly from your smartphone. Download Sketchfab App (IOS/ Android) and follow the link. Video manual - how to view lookbook in augmented reality

The following brands took part in the project: Artem Shumov, SAINT-TOKYO, Bella Potemkina, KSENIASERAYA, Julia Dalakian, ZA_ZA, BA (HONS) Fashion, Yulia Ivanov, KETIone, YASYA MINOCHKINA, KONDAKOVA, Design Studio by Oksana Fedorova, N. LEGENDA, Katya Komarova, Dasha Gauser, Olya Kosterina and designers participants of the show of Russian Eco Week as part of the Year of Ecology in Russia.

Drafting Lookbook

At Mercedes-Benz Fashion Week Russia in October 2017 National Fashion Council, 3DCap and VR-AR evangelist Craig Arend carried out an experiment. Visitors got a chance to play with the 3D hat, a piece from Bella Potemkina collection. They found the experience intriguing and handy. Every person spent about 5 minutes watching the game with 3D view. Some of them made efforts to wear the 3D hat to a friend in AR mode. All in all several hundred people took part in the experiment during the fashion week. Afterwards 3Dcap scanned other 20 looks by Russian designers.

E-commerce offers innovative service

Surveys show that 3D visualization enhances interest to the product. This being the reason of increased sales conversion. 3D visualization together with augmented reality make consumers active participants in the selection of the product. Human being comprehend 70% of information through vision. Adobe conducted the survey which showed that goods applying additional visualization (360-image-viewer or 3D-viewer) were sold 10-30% more frequently. Contemporary and most innovative tool to demonstrate the product goes 'don't say, just show'. 3D view shows the product from every side adjusting the scale. When visualization is detailed, there is no need for detailed description. Consumer does not simply read about the product but gets his or her personal impression using the gadget.

MBFW Russia

National Fashion Council runs Mercedes-Benz Fashion Week Russia, major fashion event in Russia and Eastern Europe. Since 2000, the fashion week is held twice a year - in March and October. Over 70 fashion designers take part in the fashion week every season. Every season MBFW Russia is attended by 50,000 people on the average, among them buyers, journalists and industry experts.

Sultanna Frantsuzova


Company 3DCap is based in Russia and already 3 years has been doing three dimensional scanning using photogrammetry technology. This work results in the collection of over 500 scanned products. The scanner consists of 80 DSLR cameras and is customized for the project making it possible to scan small as well as large items in high definition. The outcome is the 3D product identical to the real one.

Craig Arend

In 2007 photographer Craig Arend was among street style pioneers setting the trend for new generation. In 2012 Craig was the first new media influencer who stood behind the Instagram account of America's most affluent @nytimesfashion. In 2015, Craig together with the President of Russian Fashion Council Alexander Shumsky acted as co-producer of VR project Mirror To The Soul, the world's first fashion film made with the help of virtual reality technology. Mirror To The Soul was awarded at VR Fest in Las Vegas, major event in VR industry that is held as part of CES (Consumer Electronic Show). Craig Arend is the leading specialist in the field of applying VR and AR technologies in fashion industry.


Application to view 3D content on electronic devices: in any browser on computer, tablets and smartphone.



Author: Anna Dorozhkina

Tags: Mercedes-Benz Fashion Week Russia buy Russian designers Russian fashion Russian designers  

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