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

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.


Olympic pixel tablets create giant 360? screen, inspire live events worldwide

From The Queen’s cameo alongside James Bond to the reunion of the Spice Girls, there’s no doubt Danny Boyle’s approach to the opening and closing ceremonies of the London 2012 Olympics, was sheer creative genius. As Jeremy Hunt, secretary of state for culture, Olympics, media and sport, said, it proved the occasion to be “as much a celebration of creativity as sport”.

But so too was it a feat of technical brilliance. Thousands of participants, dozens of vehicles and endless video cameras, but better yet, some 230 miles of cabling to enable 70,500 tablets, and a total of 634,500 pixels, to turn the audience into one enormous digital screen.

Yep, in case you hadn’t realised, the digital animations that appeared as though overlaid on the spectators throughout both ceremonies, were in fact the result of high-powered paddles attached to every seat.

Created by Tait Technologies, each one had nine full colour lights that, when controlled by custom-designed programmes from digital solutions company Crystal CG, sent multiple images around the bowl-shaped arena. In doing so, they not only achieved Boyle’s vision of wanting those in attendance to feel more involved in the action, but also created the world’s biggest ever screen; a 360? and seemingly “human powered” one.

During the closing ceremony, more than 75 minutes of digital animations were seen in this way. One example was a psychedelic 1960s sequence that took over 500 hours to produce. Do watch the video below to see some of it action.

“No longer limited by large flat screens, we were presented with the challenge of creating animations to bring the stage and the spectators together,” said Will Case, creative director at Crystal. “We delivered. The live audience and those watching at home were drawn into the action. We are witnessing the death of the traditional video screen – this will transform the way event content is presented in future, becoming a more immersive experience.”

Boyle added: “Every Olympic Ceremony aims for a major technical breakthrough. Our remarkable audience pixels have opened up amazing new images, effects and spectacle, but most of all they have enabled our live stadium audience to be part of the ceremony in a way that’s never been possible before.”

What fantastic crossover that could have for the fashion industry, let alone live events around the world full stop. Imagine catwalk stands that instantly become immersive displays for the collections as they come out; a reflection of the season they’re in, or the inspirations cast by the designer. As the late Alexander McQueen said back in 2009 in reference to live-streaming: “This is the birth of a new dawn. I am going to take you on journeys you’ve never dreamed were possible.”

Let’s hope so…


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