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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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What you missed: Mobile 2.0, Raf Simons for Calvin Klein, plastic bottle fashion

What you missed - mobile 2.0, Raf Simons for Calvin Klein
Raf Simons’ debut for Calvin Klein

An absolute must-read this week (away from fashion specifically but heavily based around tech and consumer behaviour and therefore highly relevant to anyone in this space), is this view on “mobile 2.0” from Benedict Evans of Andreessen Horowitz. If there are a billion people with high-end smartphones now, what assumptions can we leave behind in terms of what that means, and what does the future look like accordingly? With AR and machine learning, it’s a pretty fascinating one.

Elsewhere, the latest news is of course geared to New York Fashion Week, with everything from Raf Simons’ successful debut for Calvin Klein and ongoing analysis of what exactly a see-now, buy-now model looks for those partaking. There’s also an update on new features from Pinterest and a big push from Instagram for its Live tool during the shows.


TOP STORIES
  • Benedict Evas on the Mobile 2.0 era [Ben-Evans]
  • Fashion shows adopted a see-now, buy-now model. Has it worked? [NY Times]
  • Raf Simons’ Calvin Klein debut is a hit on social media [Glossy]
  • Lone bidder Boohoo snags bankrupt Nasty Gal for $20m [Retail Dive]
  • H&M’s new Conscious Exclusive Collection turns discarded plastic into evening gowns with Bionic Yarn [Vogue]
  • What see now-buy now means for the production side of fashion [Apparel]

BUSINESS
  • Gucci, Yves Saint Laurent shine for Kering [Reuters]
  • Prada revenue falls again as house attempts to revamp [The Fashion Law]
  • Ethics controversy grows over Trump-Nordstrom spat [WWD]
  • Yoox Net-a-Porter on the downswing, FarFetch on the up [LeanLuxe]
  • Tiffany CEO Cumenal exits following sales slump [Retail Dive]
  • Sophisticated shoplifting gangs are costing US retailers $30 billion a year [Quartz]

SOCIAL MEDIA
  • Instagram Live makes fashion week debut [WWD]
  • Pinterest bets visual search can drive shoppers from inspiration to purchase [Internet Retailer]

MARKETING
  • Fendi just launched a new digital platform targeting millennials [Fashionista]
  • These five fashionable brands have mastered content that sells [Fast Company]
  • Barneys takes powerful stance on female equality, empowerment [Luxury Daily]
  • Adidas’ latest Y-3 fashion film is inspired by a futuristic dystopia [LS:N Global]
  • See Nike’s stirring ‘equality’ ad from the Grammys [AdAge]

RETAIL & E-COMMERCE
  • Should Amazon challenge Hudson’s Bay for Macy’s? [BoF]
  • New Neiman Marcus in Fort Worth built with tech and convenience layered on top of art and fashion [Dallas News]
  • Nifty app links with New York Couture Fashion Week [WWD]
  • Mon Purse CEO Lana Hopkins: “We’re treating Bloomingdale’s, Selfridges as marketing and branding opportunities” [LeanLuxe]

TECHNOLOGY
  • Why fashion brands should think more like tech companies [Fast Company]
  • Magic Leap’s patented an augmented reality price-checker [The Verge]
  • New York designer Ab[Screenwear] combines fashion with light-responsive holographic panels and operable touchscreens [BrandChannel]

START-UPS
  • Techstars Q&A: How start-ups can accelerate retail innovation [Retail Dive]
  • Rêve en Vert to launch £300,000 crowdfunding campaign [The Industry]
Categories
digital snippets e-commerce film mobile

Digital snippets: Macy’s, Margiela, Farfetch, Longchamp, Versace, Polo Ralph Lauren

A round-up of the latest stories to know about surrounding all things fashion and tech…

Macy's Reports Strong Quarterly Earnings

  • Macy’s aims to become retail tech powerhouse with latest moves [Fortune]
  • Maison Martin Margiela reveals 8-chapter cryptic film [Dazed Digital]
  • Farfetch launches new Discover app: a shoppable tour guide to the world’s most fashionable cities [Co.Design]
  • Made in Britain denim brand Hiut Denim Co pushes boundaries of consumer interaction with new window “hack” installation [WGSN blogs]
  • Alexa Chung reads her own book in new Longchamp video [Fashionista]
  • Versace embeds instant e-commerce in runway show livestream [Luxury Daily]
  • How 3D printing will impact our future: A rundown of companies to keep your eyes on [TheNextWeb]
  • Could Apple Pay kill the traditional wallet? [AdAge]
  • Top 10 stop-motion artists doing brilliant work for brands on Vine [AdWeek]
  • To pay or not to pay: major survey reveals what bloggers expect from brands [Marketing Magazine]