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Loewe unveils 3D printed bracelet in new menswear campaign

Loewe's autumn/winter 2017/18 menswear campaign featuring the 3D printed bracelet by VOJD Studios
Loewe’s autumn/winter 2017/18 menswear campaign featuring the 3D printed bracelet by VOJD Studios

Loewe has teamed up with Berlin-based VOJD Studios, which specialises in 3D printed luxury goods, to produce a bracelet made from a newly developed ceramics material. The design was unveiled as part of the Spanish brand’s autumn/winter 2017/18 menswear campaign shot by Steven Meisel.

Made from VOJD’s ceramics compound, a durable and flexible powder-based material processed via selective laser sintering, it is printed in one piece as an oversized interlocking chain, which then requires no assembly.

“Loewe approached us with the idea of a bracelet they really wanted to work on but couldn’t realise with other technologies because it would have been too heavy if made of metal. We managed to realise it through 3D printing in our ceramics compound – once metalised the final piece looks like metal,” VOJD Studio explains.

Loewe's autumn/winter 2017/18 menswear campaign featuring the 3D printed bracelet by VOJD Studios
Loewe’s autumn/winter 2017/18 menswear campaign featuring the 3D printed bracelet by VOJD Studios

The company offers consulting on material, finishing and technology suitability, as well as design, development, prototyping, manufacturing and finishing. It has already worked with other fashion houses including Alexander McQueen, Carolina Herrera and Akris on integrating 3D printing into their collections. A big long-term focus centres around personalisation.

“3D printing is already starting to re-shape several industries, including fashion, by introducing new possibilities and concepts. Probably one of the most talked-about features of the technology is its ability to build customised and personalised pieces, since each one is printed separately and there is no mold requiring the manufacturing of a large number of identical products. In the near future, this can lead to an increased role of the consumer in the ideation and creation of the final product they desire,” the team adds.

“Besides that, 3D printing enables design solutions and complexities impossible for other technologies. This, combined with the introduction of new materials and material properties over the next years, can direct the aesthetics of the future and transform most creative industries.”

Loewe's autumn/winter 2017/18 menswear campaign featuring the 3D printed bracelet by VOJD Studios
Loewe’s autumn/winter 2017/18 menswear campaign featuring the 3D printed bracelet by VOJD Studios
Loewe's autumn/winter 2017/18 menswear campaign featuring the 3D printed bracelet by VOJD Studios
Loewe’s autumn/winter 2017/18 menswear campaign featuring the 3D printed bracelet by VOJD Studios
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Christmas 2011: the best fashion videos

From Bergdorf’s pups, to Harvey Nichols’ walk of shame, here are my top ads from across the fashion space for the festive season…

Bergdorf Goodman’s Unleashed – a tale of true doggy heaven, and perhaps the cutest take on Christmas ever:

Kate Spade’s Give Colorfully – a fun spot based on gift wrapping all shapes and size:

Tommy Hilfiger’s House Par-tay – festive fun at home with The Hilfigers, which despite being on repeat play in the back of every New York taxi cab for the past month, is still enjoyable to watch:

Harvey Nichols’ Turn a Walk of Shame into a Stride of Pride – an amusing twist on Britain’s booze culture:

Tiffany & Co’s Some Holidays Are Unforgettable – a celebration of true love featuring Nat King Cole’s The Very Thought of You:

And finally, I couldn’t help but add in Apple’s festive spot for the iPhone 4S, featuring Santa and his new pal Siri:

Be sure to also check out the ones from John Lewis, Loewe, Harrods and Macy’s.

Merry Christmas all!

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Loewe uses social media for exclusive insights ahead of SS12 #PFW show

Loewe is offering its Facebook and Twitter fans exclusive behind-the-scenes access on its journey to its spring/summer 2012 show in Paris on Saturday.

The “Diary of a Collection” campaign reveals daily sneak peeks including inspirations, fittings, craftsmen at work, headshots of the design team and more. There will also follow backstage prep including hair and make-up.

The images have been beautifully shot using Instagram. See all of them, here.