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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


(Source: http://eva.ru)

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

3DCap

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.

Sketchfab

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


Mercedes-Benz Fashion Week Russia


It has been over thirty seasons and fifteen years that Mercedes-Benz Fashion Week Russia is operating in Russia.  During all these years Russian fashion industry gave the world a whole bunch of fashion stars. It was to a large extent MBFW Russia that was the first to set the professional directions and rules in the Russian fashion environment. A series of seasonal fashion shows of Russian designers which Artefact Agency (owner of Mercedes-Benz Fashion Week Russia and Russian Fashion Week) started doing in 1999, became the new milestone in Russian fashion world. Since then the Fashion Week has changed several names – from the local brand Russian Pret-a-porte Fashion Week to the national Russian Fashion Week, finally changing the name to the global one - Mercedes-Benz Fashion Week Russia. Recent years the permanent venue of Mercedes-Benz Fashion Week Russia has become Central Manezh. However Russian fashion is no longer restricted even by the walls of Manezh, anyone can see live broadcasts from the runway of Mercedes-Benz Fashion Week Russia and enjoy new collections from Russian designers online from any place of the world.

The main reference points of Fashion Week remained former - to look for new names, give to designers new opportunities,  propagandize the Russian fashion within the country and beyond its limits. 

Since establishment of the Fashion Week, over 400 designers and brands have been demonstrated on the runway. Among all-time participants of Mercedes-Benz Fashion Week Russia are the best names of the Russian fashion such as Slava Zaitsev, Alena Akhmadullina, Dasha Gauser, VIVA VOX, Julia Dalakian, Julia Nikolaeva, Laroom, PIROSMANI BY JENYA MALYGINA and many others. Mercedes-Benz Fashion Week Russia offers convenient, clear and familiar format welcoming foreign designers, buyers and mass media. The largest fashion event in Eastern Europe attracts international well-known brands including Vivienne Westwood, JC de Castelbajac, COSTUME NATIONAL, Frankie Morello, Julien Macdonald, Francesco Smalto, Jeremy Scott. At different times, guests of Mercedes-Benz Fashion Week Russia were top models, members of royal houses, major characters of the world fashion, movie stars, well-known Russian and international bloggers, best personalities of the world fashion magazines. In the first rows one could spot Prince Andrew, Duke of York, Her Highness Sirivannavari Nariratana – Princess of Thailand, Karolina Kurkowa, Joan Smalls, Jessica Stam, Steven Seagal, Boy George, Ornella Muti, Boris Becker, Miss Universe Olivia Culpo and many other. Meanwhile legendary Jean-Charles de Castelbajac dedicated one of his pictures to Russian Fashion Week.

12storeez


Sources: http://mercedesbenzfashionweek.ru 

Author: Anna Dorozhkina

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

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