Virtual Reality

HP Keeps Fashion Moving Forward

Posted on November 7, 2011November 7, 2011 by Ashley Laurel

HP has been on my radar as a tech company to watch in terms collaboration with the fashion industry for a few years now.

Not only did HP give up and coming designers on Project Runway more access to their design tools during a few seasons of the show, but the tech giant also collaborated with fashion designer Vivienne Tam during New York Fashion Week Spring 2009 show to create the HP Mini 1000 Vivienne Tam Laptop dubbed the “world’s first digital clutch”.

Yet most recently, HP collaborated with Marchesa, a brand known for their beautifully crafted gowns in to-die-for textiles during the fashion label’s appearance at New York Fashion Week Spring 2012.

laptop — Source: Photo from last week's VIP HP event

The other night I was invited to attend an exclusive HP event where I got to learn the details about HP’s collaboration with Marchesa and how the two brands partnered to bring high tech to Marchesa’s runway show after party. Like I did last week at the VIP event, attendees of Marchesa’s party had a chance to see the result of the collaboration called “tech art”. Like online multimedia shows, one design looks very Gothic with black Swarovski crystals dotted across the top of a black lid, and one more fit for a princess with its sparkly silver on silver design.

Party goers also we also the first to experience HP’s new Photon Engine solution. Viewers donned special glasses and then looked upon a wall that used an HP Z800 Workstation and multiple projectors to see 3D images of designs from the Marchesa runway show they just watched life.

The perks? The ability to see Marchesa’s designs up close, and for a longer amount of time. As anyone who’s attended a fashion show can attest to, models strutting on the runway move so fast it can be hard to see small details of each design they wear. And after a show, clothing can usually been seen via printed lookbook or on a live model. This 3D technology lets editors and enthusiasts have a second chance look at the designs they just saw go down the runway live.

Ultimately, the Photon Engine solution can be used to view 2D video, content from the web, photos, and print documents all on one surface. While only available in the US, this solution might be useful for industries outside of fashion as well, like the medical, sports, and entertainment industries. Even an architectural firm or urban planning committee could very well utilize this technology.

UNIQLO Creates Interactive Virtual Fashion Show

Posted on October 7, 2009April 1, 2012 by Ashley Laurel

Ready for this? A virtual fashion show that’s not only visually stimulating, but also lets you choose outfits literally off the models to learn more information while the show continues on- no more waiting for details until after the show.

UNIQLO, a Japan-based casual wear clothing brand that’s been around since 1984 (the same year Steve Jobs debuted the first Apple Macintosh computer) has become super tech-friendly in its recent endeavor. New York Fashion Week may make more headlines where I live, but UNIQLO’s Tokyo 2009 Collection is the most unique show I’ve seen in months, in terms of technology anyway.

My only complaint is that you can’t check out what other show “attendees” are wearing- half the fun of attending a show.

Fashionistas to Turn Gamers?

Posted on September 2, 2009October 26, 2011 by Ashley Laurel

What do 505 Games, IMG and Pat McGrath have in common? Offering gamer fashionistas a chance to get inside the tents during Fashion Week. Virtually speaking that is.

2010 will mark the launch of multiple Fashion Week-based games that will showcase models, clothing designers and the runways of Paris, New York, LA, and Milan. McGrath and pal Noel Gordon came up with the original concept that will be playable on iPhone and Nintendo, Microsoft and Sony game consoles.

An online game will allow designers from around the world to create items online to be sold as virtual goods, and in some cases, as real goods, Adam Kline, president of 505 Games U.S. said during an interview a few months ago.

The games will be promoted by way of retail stores, such as Wal-Mart, Target and Best Buy, and social media sites, like Facebook and Twitter.

“By combining IMG Fashion’s experience, expertise and relationships in this space with 505 Games’ abilities, I’m sure we will all soon become video game fashionistas,” IMG fashion senior VP Fern Mallis said in a statement a few months ago.

Since the games are still in early development stages, there’s much speculation as to what the game series will entail. A virtual encounter with an Anna Wintour avatar? A virtual backstage pass to a Zac Posen show?

Hopefully the game series will be fun as well as give players a real taste of the madness that surrounds Fashion Week. At the very least, perhaps turning Fashion Week into a game will break a few stereotypes.