Catwalk on the wing of a Boeing 777-300, artificial intelligence, virtual reality, magnetic tape upcycling ..., discover the most tech-influenced Paris Fashion Week A-H 21/22 presentations. 

By Ludmilla Intravaia

PARIS FASHION WEEK, March 1 to 10, 2021

* Balmain, March 8, 2021

The Balmain collection Above & Beyond on the travel theme, among others inspired by the uniforms of pilots and astronauts, was filmed at Paris-Charles de Gaulle airport, in the hangars of Air France Industries, responsible for maintenance and repair of the airline planes.

The start of the «défilmé» (as they now say in French, a contraction of défilé + filmé, used to describe the fashion shows filmed during the Covid-19 pandemic and whose videos are published on digital platforms) also features a lunar backdrop, in front of which Olivier Rousteing, the artistic director of the French label, launched on a computer keyboard, the countdown of his show, relayed on a multitude of screens.

After having walked the wing of a Boeing 777-300, the tarmac near an Airbus A350 and even the installations of the maintenance activity of Air France, the models continued the show in space, against the backdrop of the moon.

Olivier Rousteing closed the show with a salute on an airplane wing.

Note also that Balmain teamed up with the toy maker Mattel for a CGI shoot of Barbie and Ken dolls, in the same setting as the Above & Beyond show (more info in this Boudoir Numérique article). Watch the video of the Balmain presentation below. 

* Victoria/Tomas, March 4, 2021

A nod to augmented reality and virtual reality in the presentation of the French brand Victoria/Tomas, co-founded in 2012 by Victoria Feldman and Tomas Berzins. “This is the future, press start” invite the two designers, wearing VR headsets, at the end of their video.

* Heliot Emil, March 2, 2021

The use of artificial intelligence in art is far from leaving fashion brands indifferent. After Pierpaolo Piccioli, the artistic director of Valentino (more info in this Boudoir Numérique article) and the sisters of the Italian brand Attilio Giusti Leombruni - AGL - (more info in this Boudoir Numérique article), it's the turn of the brothers Julius and Victor Juul, co-founders of the Danish brand Heliot Emil in 2017, to explore the concept of randomness in creation, through the prism of mathematical algorithms applied to the images of their presentation.

Discover the Unstable Equilibrium presentation below.

In the interview below, the two designers explain their interest in innovation and the applications of technology in fashion, such as 3D printing and blockchain.

* Benjamin Benmoyal, March 1, 2021

The Franco-Israeli designer Benjamin Benmoyal has developed a unique and patented weaving technique, in collaboration with the fabric manufacturing company Malhia Kent: he collects VHS videocassettes or audio cassettes and upcycle their magnetic tapes, mixing them with threads that he weaves to make his own fabrics (more info in this Boudoir Numérique article). 

* The Paris Fashion Week Womenswear ready-to-wear Fall-winter 2021/2022 is taking place from March 1 to 10, 2021. Find the presentations and fashion shows on the dedicated digital platform, here.

* Continue reading with the following articles from Le Boudoir Numérique: 

- New York Fashion Week FW 21 - Ama, PH5's new virtual influencer, doesn't want to take your job

- Paris Fashion Week Haute Couture SS21 - 3D printed nail art by Eichi Matsunaga for Iris van Herpen

- Paris Fashion Week Haute Couture SS21 - Iris van Herpen’s dress in recycled plastic by Parley for the Oceans

- Paris Haute Couture Week SS 2021 – Mario Klingemann's artificial intelligence behind the scenes at Valentino

- Paris Haute Couture Week SS 2021 – Lauren Wasser, muse of Yuima Nakazato X Spiber biofabrication

- Paris Haute Couture Week SS21 – Kinetic crowns by Iris van Herpen

- Julien Fournié: "Thanks to the iPad Pro, my clients discover the accidentality of my drawing stroke"

- Paris Fashion Week Menswear F-W 21/22: Drones at Botter presentation

- Milan Fashion Week Menswear F-W 21/22: Sunnei expands its virtual universe with a video game

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