Categories
Editor's pick product technology

Lee Jeans is using ‘visual science’ to contour the body for the Instagram generation

It’s not often a conversation about optical illusions and visual science sits at the heart of a London Fashion Week event, but so was the case at the Body Optix by Lee Jeans launch.

Body Optix by Lee Jeans
Body Optix by Lee Jeans

It’s not often a conversation about optical illusions and visual science sits at the heart of a London Fashion Week event, but so was the case at the Body Optix by Lee Jeans launch this past weekend.

Here, lasers, geodesic patterns and the behaviour of light served as the focus as the brand revealed its new collection of 16 “body-enhancing” denim pieces.

The line, developed in parent company VF Corporaton’s Cognitive and Design Lab, is the result of experimenting with the science of optics, Steve Zades, VP of transformational innovation at the group, revealed.

He demonstrated the really simple idea of how our eyes perceive different shapes. A white triangle jumps out from a series of black ones drawn on a page for instance, while a circle changes from convex to concave as you turn the piece of paper (or in this case the screen) accordingly. These are all lighting principles – something artists have known for centuries about how our minds interpret and make sense of what we’re really seeing.

“All of a sudden with this you start having a palette based in visual science where you can really push the design around… if you get the optics right you can create incredibly flattering styles,” he explains.

Head over to Forbes to read more about it, including exactly how this science is applied to the denim in order to enhance the wearer’s form.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.