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7 ways fashion brands are harnessing hologram technology

We all remember the vision of Tupac being brought back to life by hologram technology during Coachella in 2012. 

Divided though opinion was, the interesting fact lay in the advance of the tech itself. Today, it is entirely possible for life-like constructs to be achieved in 3D so as to be visible to the naked eye. And more to the point, increasingly in a cost-effective way too. 

Today, it is estimated that the holography market will be worth $5.5 billion by 2020.

Fashion is one industry that has been experimenting in this space for some time, using holograms as both elaborate marketing techniques, as well as more immersive in-store opportunities aiming to drive brand engagement. 

Here are seven of the most interesting examples we’ve seen released over the years…

Alexander McQueen
Kate Moss hologram

In 2006, Kate Moss became the first human hologram to be featured as a part of a major fashion show. Alexander McQueen presented the 3D rendering of the supermodel as the finale of his ‘Windows of Culloden’ show in Paris. The hologram of Moss in a flowing white gown appeared out of nowhere to the audience from inside an empty glass pyramid following an elaborate puff of white smoke. The model danced for a few seconds before shrinking and dematerializing.

This iconic hologram, designed by video maker Baillie Walsh and directed by Lee McQueen himself, has become an iconic moment in fashion history and as such even saw revivals in 2011 and 2015 at the Savage Beauty Exhibits, dedicated to McQueen, at the Metropolitan Museum of Art in New York and the Victoria and Albert Museum in London respectively.

Diesel
Diesel SS08

In 2007, contemporary denim brand Diesel took the concept one step further from McQueen’s show the previous year by creating the biggest holographic fashion show to date for its Summer 2008 collection in Florence. The ‘Liquid Space’ show incorporated holograms that were created using the Pepper’s Ghost effect, an optical illusion that uses angled glass and hidden spaces, the technology for which was provided by tech specialist company Vizoo.

The campaign centred around marine creatures in space and used hologram technology to merge 2D projections of a high definition multi-screen video of the creatures with the real life models. The video images? were projected onto multiple transparent screens while careful lighting illuminated the catwalk with little or no scatter on the holographic screens. The virtual and real life elements on the catwalk consequently appeared as one to the audience.

Pinar&Viola
Pinar & Viola hologram

Dutch artists Pinar&Viola also used hologram technology to project an entirely virtual fashion line onto real life models in 2016 at their Amsterdam Fashion Week show. The occasion was designed to prompt emotions about clothing and encourage consumers to reconsider their rate of consumption in order to reduce wasted resources. The show was created in collaboration with AMFI student Amber Slooten and inspired by the mixed reality concepts of companies like Magic Leap and Microsoft’s HoloLens. Its aim was to explore how a future of holographic garments might work. 

The technology also allowed each piece of clothing to be animated through the allocation of characteristics such as eyes and mouths to further emphasize the conscious theme and help viewers to greater connect with the clothes despite them being inanimate.

Ralph Lauren
Holographic Ralph Lauren

The 2018 GQ Men of the Year Awards saw another first on the holographic medium front as pioneering designer Ralph Lauren beamed in via the medium to accept his ‘Design Lead of the Year’ award. The innovative concept was also created in celebration of the brand’s 50th anniversary. The realistic installation was created by Cinimod Holograms and used a staged box located away from the stage to create the theatre. The concept enabled the real life presenter at the awards to stand alongside and interact with Ralph’s hologram in a highly realistic and entertaining way for the audience.

This spectacle followed a series of other hologram integrations by the brand in previous years, including holographic window displays of sparring boxers in its Fifth Avenue flagship in New York in 2017 to promote the release of the new Polo Sport line, and the virtual spring 2015 Polo Womenswear show back in 2014  in Central Park.

Nicholas Kirkwood
CyFi walking at the Nicholas Kirkwood show

Footwear designer Nicholas Kirkwood is another that has utilized holograms by incorporating them in his inaugural London Fashion Week show in September 2018. Current Global worked with the brand to strategize the theme of the show, enhancing its cyber-reality theme by showcasing innovative visual technologies and integrating the experience of “white-hat” hackers in the presentation.

The result also saw a number of 3D hologram displays integrated throughout the show venue in order to enhance its underlying message of non-conformity. Created by tech company, Hologrm, they presented an animated 3D version of the collection’s main boot with neon detailing.

Wrangler
Wrangler’s immersive pop-up

US denim brand Wrangler also recently got on board with holograms, marking its Wrangler Icons launch with a 360-degree immersive pop-up experience that incorporated musicians and actors as well as numerous uses of the technology. The London experience paid homage to the brand’s musical heritage and iconic star-studded clientele from across the years. 

A continuous hologram feature was used to modernize the initiative, as well as helping to link the music theme back to the brand’s western image. A small black room at the back of the space appeared at first glance to house just drums and speakers however, broadcasted on top of the various instruments were holograms of dancing Wrangler cowboys wearing jeans and cowboy hats. The futuristic projections ran on a loop throughout the duration of the event.

Cartier
Cartier holographic watch

Of all of the fashion brands that have used holography over the years, luxury jeweller Cartier has perhaps one of the longest standing relationships with the technology. Back in 1972 the brand generated a lot of attention through its projection of a diamond bracelet dangling from an elegant wrist onto the Fifth Avenue pavement from its store window, which aimed to entice customers in. The piece, which was created by artist Robert Schinella, elicited so many enquiries that it was later revived again in 1979.

Cartier has also harnessed other forms of holograms as the technology has developed over the years, including a virtual craftsman working at a physical station at the Tokyo National Museum’s Cartier Exhibition in 2009, and a store windows campaign in 2015 where a hologram story mapped onto a physical watch face showing the inner workings and intricate parts involved in a watch.

How are you thinking about new technology? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Each of the rules referenced above is matched by one of our products and services. Interested in how? Get in touch to learn more.

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Editor's pick film

Six of the best animated ads this Christmas

Barbour's Christmas 2017 ad: The Snowman and the Snowdog
Barbour’s Christmas 2017 ad: The Snowman and the Snowdog

Over the past decade, UK department store John Lewis has established itself as a source of eagerly anticipated Christmas adverts. Intensely human in their application, it’s the emotion they engender that wins over the hearts of the nation time and time again.

What’s interesting however is that often they’re not really focused on the humans in them at all. Nearly all of them have equally included some level of CGI or animated work, from bears to foxes, snowmen to penguins. This year, it’s a monster living under the bed called Moz and the tale of his unlikely friendship with a young boy that’s generating millions of views.

Whether you like this particular iteration or not, there’s no denying John Lewis’s impact in the space. This year, there are more animated ads than ever; many of them likewise focused on some warm and fuzzy feelings.

Read on for a round-up of six other animated ads that have caught our eye…


Barbour


Barbour continues its partnership with The Snowman and The Snowdog for the second year, introducing a short campaign that follows young boy Billy into adulthood with his family. Included are his wife, his daughter and the now elderly dog, as well as the returning snowman himself. Original footage from the animated film, which was released in 2012 to mark the 30-year anniversary of The Snowman, is featured in the ad alongside 45 seconds of new content.


Tiffany & Co


This animated ad follows a wooden artist’s mannequin in a snowy landscape discovering various Tiffany & Co products in the snow; a diamond encrusted key, a ring adorning a tree and a bracelet around a rabbit’s neck. Throughout the tale, a big snowball is rolling around, eventually doing so over the mannequin until it breaks apart to reveal the best gift of all; the classic Tiffany blue box.


David Jones


This documentary style campaign from Australian department store David Jones, follows an animated gingerbread man as he leaves his home for a backpacking adventure, collecting gifts for his family along the way. He travels through London, Paris and New York, before being knocked over by a dog and falling into pieces. However, hope is not lost, as a confectioner finds and reassembles the traveller, and sends him home where he and his family embrace within the window of the storefront in Sydney. The David Jones Christmas windows are always eagerly awaited in Australia, and this advert cleverly revealed their theme.


Jigsaw


This fully animated ad from UK store Jigsaw follows the story of two neighbours who leave gifts anonymously for each other every Christmas under the tagline “Together through the years”. One year however, the boy, now fully grown, goes to leave a gift at his neighbour’s house and finds she no longer lives there. Fortunately she returns to deliver him his present and tell him where she has moved. Soon he is at her new door with another gift of his own. The closing line for this advert is “Be together this Christmas”.


Christian Louboutin


In this playful advert from Christian Louboutin, when a female homeowner leaves her house, all of the baubles on her tree magically come to life. They dance around the tree unwrapping gifts and playing with what is inside (including various Louboutin gifts). When they hear her getting home they then hastily fix up the decorations and jump back into place just as she enters to see all of her shoes unwrapped and adorning her tree.


Marks & Spencer


M&S presented a family-oriented campaign this year based on a story about Paddington Bear the night before Christmas. Tied into the launch of the Paddington 2 film, this exclusive tale sees the young bear accidentally discovering a burglar (and mistaking him for Father Christmas), then going from house to house redelivering the stolen gifts.

Categories
Editor's pick film

Animated short from Dolce & Gabbana tells the tale of sourcing the perfect rose

Dolce Rosa Excelsa: A Fairytale
Dolce Rosa Excelsa: A Fairytale

Dolce & Gabbana is sharing the composition of its Dolce Rosa Excelsa fragrance through a short animated fairytale.

The 60-second clip sees the Queen of Sicily sending her two princess daughters off on a quest to source the perfect rose. One goes to South Africa where she discovers the African Dog Rose, the other to Turkey to find the Turkish Rose Absolute.

Both are then combined into the scent alongside top notes of lively neroli leaves and papaya flowers, dissipating into a floral bouquet of white water lily and white daffodil, and warm musky base notes of cashmeran and sandalwood.

The film closes on an image of the real Dolce Rosa Excelsa bottle.



This latest video follows a launch campaign for the fragrance earlier this year starring Academy Award winning actress Sophia Loren and two other Italian Oscar winners: director Giuseppe Tornatore and composer Ennio Morricone.

It tells the tale of a mother and her five sons returning to and restoring their ancient family home in Sicily. The town joins to celebrate its return to its former glory, whereupon a freshly picked rose symbolises the fragrance to follow.


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Editor's pick film social media Uncategorized

Your Friday highlight: fashion’s finest get a Minion makeover

TheMinionistas1

The Minions are taking over the fashion industry… quite literally. In what might be one of the best stories to ever hit my inbox on a rainy London Friday, the infamous yellow, pill-shaped creatures have provided the basis for a makeover of some of the industry’s most iconic figures.

Karl Lagerfeld, Suzy Menkes, Anna Wintour, Jean Paul Gaultier, Alexa Chung, Vivienne Westwood, Marc Jacobs, Cara Delevingne and Donatella Versace have all been given a new look to fit their animated counterparts, courtesy of the designers over at fashion site Stylight. A be-goggled Wintour and Gaultier with a single central eye, are particular highlights.

TheMinionistas2

The Minionistas, as they’ve been called, follow hot on the heels of Minion fever across the retail space of late. In celebration of the Universal Pictures film, Minion (a prequel to Despicable Me, which first featured the yellow army), themed animated product has been popping up everywhere.

There is of course the expected flood of product at the likes of Primark, while Selfridges teamed up with designers Rupert Sanderson, Giles Deacon, Tatty Devine and others, for a dedicated collection called Minions Bello Yellow.

MinionsRUPERT-SANDERSON-L

If that wasn’t enough, Vogue also made the headlines when it introduced a (spoof) Minion-dedicated cover to accompany a documentary explaining exactly why these little organisms are so inspirational for designers across the space. Watch it and weep, below…

This post first appeared on WGSN Insider

Categories
Editor's pick film

Triumph pushes bra-fitting services in animated musical film

Triumph_findtheone

Triumph has transformed model Hannah Ferguson into an animated character as part of a campaign designed to promote its bra fitting service.

The two-minute musical spot celebrates the magic of finding the perfectly fitting bra. It follows the tale of Hannah, her two friends, a fairy godmother in the shape of a dress form, and a companion called Fred the Frog on the quest for “the one”.

The aim in using animation, according to Triumph, was to provide women with a character that is relatable rather than aspirational, removing any pressure to look a certain way.

Eszter Szijarto, head of brand marketing at Triumph said: “It is really important for us to find new ways of bringing to life the bra finding journey so that we continue to inspire customers to go for a bra fitting. By transforming our model, Hannah, into a cartoon we are treading new ground and by doing so, we aim to create a compelling visual experience that captures the magical feeling of finding the right bra that transforms your life – ‘The One’.”

The campaign features a musical score composed by Tony award-winner Jason Robert Brown. The vocal was performed by three acclaimed Broadway singers, and the accompaniment by Prague’s Filmharmonic Orchestra.

It will air on television in the UK, Germany and Italy from today until mid-May, while edited versions will be viewable online.

Accompanying it is a contest called Animate Me, which calls for fans to answer questions related to “The One” via Facebook and Twitter as well as the Find the One Hub (where bra fitting appointments can also be made). Winners will receive an animated illustration of themselves in the same style as the film.

This post first appeared on WGSN.com/blogs

Categories
Blocks e-commerce film

Farfetch celebrates Japan launch with interactive video campaign

farfetch_japan

Online marketplace Farfetch is dutifully nodding to Japan’s Manga art form with the launch of an interactive campaign video in tribute to the fact it is now shipping to and from the country.

The move comes thanks to the introduction of Tokyo boutique Restir on the platform (Farfetch’s first Asian store), as well as the launch of the company’s Japanese language site.

Game On, as the campaign video is called, allows users to choose their player and change up their look as they ride the streets of Japan. Hyper-real versions of the country’s diverse landscape are showcased throughout, and every piece is shoppable through the addition of Restir on the site. Check out the experience via the Farfetch website, or watch the teaser below.

Restir competed against five other boutiques in Farfetch’s third-annual Superstore contest in order to join its network. It won by public vote against Mahani in Dubai, Alter in Shanghai, Merchants on Long in Cape Town, Common People in Mexico City, and Koon with a View in Seoul.

Said José Neves, CEO and founder of Farfetch: “By signing Restir we are opening up the shopping world to Japanese fashion and designers – the fashions we will now be able to bring to our customers is even more diverse and exciting. Through Restir, we are able to give access to this unique viewpoint on fashion to a global audience and in turn offer Restir a new global customer.”

Previous winners have included Voo Store in Berlin and Le Mill in Mumbai.

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film

Kidswear label The Fableists unveils short animated film

Sustainable kidswear brand The Fableists has released a short animated film narrated by British comedian Jennifer Saunders.

The Epic Thread, as it’s called, tells the tale of a fearless young girl and her pet pug Tony who follow a thread on an adventure through the life of the girl’s t-shirt. Its aim is to make the viewer think about where clothes come from – accordingly starting in the young girls bedroom tracing the thread back to the farm where the cotton was first grown.

It was created in collaboration with agency Brothers and Sisters and directors Kwok Fung Lam and Ivo Sousa from The Mill. It features music from Smith & Elms at Eclectic.

‘’It’s a great fantasy piece that takes us back to those fantastic books we read as kids and now read to our kids. Brothers and Sisters working with The Mill and Eclectic have delivered something totally original, that tells the story of the clothes, whilst creating a great young heroine,” said Matt Cooper, founder of The Fableists.

Kwok Fung Lam and Ivo Sousa, added: “We gathered as much inspirational material as possible, from character look and graphical compositions, to colour and texture. This was followed by a real hands on approach creating character designs, mood boards, style frames, storyboards and animatics, all contributing to the final look and feel, which perfectly accompanies the narrative.”

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Editor's pick film

Butterflies converge in new Valentino film

valentino_camubutterfly

Valentino has launched a short stop-motion animation film called Camubutterfly that encapsulates its pre-fall 2014 collection.

Directed by Virgilio Villoresi, and produced by Withstand for Brw, the 45-second spot sees dozens of paper butterflies fluttering together to create pieces from the new line, including a coat, clutch, dress, shoes and more.

Vogue Paris refers to it as mesmerising, and rightly so as each item appears camouflaged against the butterfly background that also remains behind.

The video was shared to the Valentino Facebook page with the caption: “A kaleidoscope of butterflies”.

A further post, read: “Hidden in each colorful butterfly image is an even more colorful and unique Camubutterfly print item of clothing. Look very closely and you will slowly see appear in front of your very eyes dresses, coats and pants hidden in the print. This unique butterfly motif has been exclusively designed for the Maison and has been applied to feathers, brocade, macramè, organza, chiffon and even neoprene. Who needs monotone when you can have Camubutterfly print?”

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film

Heroes and villains front new Y-3 film 

Y-3 has launched a short film for the autumn/winter 2014/15 season tying together a superhero theme with Japanese manga inspiration.

Shot by Cedric Buchet with creative direction by Lloyd & Co, the spot is designed to be a playful exploration of good versus evil. “This dichotomy of opposing forces is the underpinning of this season’s story, creating a powerful, visible energy that resonates in the movements of the characters through fight-inspired scenes,” reads the write-up.

Models Katya Riabinkina and Adam Butcher are featured against graphic colours and daring patterns that nod to the comic book theme. A line screen dot treatment heightens the creative further, as do text boxes that appear to narrate the journey amd their impending conflict.

The manga theme also ties straight to the inspiration behind the season’s collection created by Yohji Yamamoto. “The collection pays homage to the couturiers of the 60s. I wanted to infuse this spirit into it. I was also thinking of superheroes and the kind of clothes they wear. Cut for an active and fighting lifestyle. So I brought these two worlds together,” he said.

The campaign will also appear in print and in-store display. It will be launched globally in September 2014.

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film social media

John Lewis calls for GIFs focused on “moving forward” in ongoing #JL150 anniversary campaign  

jl150

John Lewis is continuing the celebrations for its 150-year anniversary with a crowdsourced GIF campaign.

Created to accompany its new TV ad dedicated to British history, the initiative invites fans to submit their own animated images or videos of up to 15-seconds in length, showing how they’re “always moving – dancing, running, learning new things”.

That concept ties to its tagline for the whole campaign: “For 150 years you’ve never stood still. Neither have we.”

Entries can be submitted via Tumblr, Google+, Instagram, Facebook or Twitter using the #JL150 hashtag up until May 30. A winner will be picked at random and awarded £1,500 of JL vouchers; a further £150 of vouchers will be given to their favourite entry each week.

The company has also launched its own #JL150 Tumblr page housing numerous versions of its own GIFs (examples below) – some of the pulled from the TV ad and others showcasing the commemorative products created for the anniversary in collaboration with some of Britain’s most loved brands and designers.

Check out the John Lewis Facebook page too for news on further celebrations in-store, as well as a content series dedicated to different decades.

jl150-babyjl150-handbags jl150-girls jl150_product1 jl150-exercisejl150-toaster