New York Fashion Week Goes Virtual with Samsung
Samsung partnered with FTL Moda to create the first all-digital fashion presentation. Inspired by an Italian theme, the video was shot in digital and 360-digital in Milan earlier this month.
“Dreaming of Italy” in Virtual Reality
According to Fortune, Dreaming of Italy is how the footage is titled and a good way for Samsung to upscale its presence at the New York Fashion Week.
“We think there’s a great opportunity for virtual reality in the fashion industry whether it’s a private fashion event like this one or taking that same experience to the everyday consumer. Using virtual reality also allows retailers and fashion professionals to collect data, though [the Internet of things]. Designers really want to use information from the consumers and with VR we can capture this data, bring it back to the brand and ultimately help drive business.”
Says Minson Chen, one of the product managers at Samsung Electronics America.
Maybe it is no longer enough to watch quite expensive fashion shows in person or wait for them to be broadcasted in boring TV shows to follow new trends. Or is it just that Virtual Reality is getting so exciting that we can now see every industry getting involved?
“With VR, we can create experiences that let anyone feel like they are sitting in the front row of a fashion show, or walk around and shop in a store anywhere in the world from your own couch.”
Says Neha Singh, founder, and CEO of Obsess VR.
VR is the Future of Fashion Shows
So, instead of just watching skinny girls on their traditional catwalk, New York Fashion Week attendees will be able to wear the Gear VR headset to enjoy a 360-degree view of the latest collections and every detail about each look. The backstage will include digital video panels on the walls, Digital Mannequins and also mirror display technology showing the real designer collections.
“The mirror display is really going be at the center of changing the retail experience for both the retailer and the customer. The idea of developing digital display science for the fashion industry came about when we looked at the retail space. We knew developing a mirror display for fashion would be all about how to incorporate that experience.”
Says Ron Gazzola, vice president of marketing for visual display at Samsung.
The VR presentation will be hosted at an invite-only event on Tuesday at the Samsung 837 flagship store and all-purpose gallery in New York.