Paris FW Menswear SS21 : Fashion tech recap of the digital edition
Bullet time video presentation of the brand Kolor, unveiled on July 12, 2020, on the occasion of the digital Paris fashion week Menswear Spring-Summer 2021 (© Kolor)
Virtual reality for Cool TM, LEDs jacket by Céline, bullet time for Kolor, 3D aesthetics for Sankuanz…, let’s have a look at men’s fashion Spring-Summer 2021 online presentations influenced by tech.
By Ludmilla Intravaia
With this purely digital edition of Paris July fashion week, due to the Coronavirus pandemic, some brands have opted for technologic solutions, in order to offer spectators of the online platform for men's fashion an unprecedented experience allowing them to enjoy in the best way possible the Spring-Summer 2021 presentations.
* Cool TM, July 10, 2020
The French brand Cool TM has chosen virtual reality to keep in touch with its customers, by offering them a 360° presentation combining real shooting and 3D, to watch on their phone, tablet or with a VR headset. "Furthermore, we will organize virtual meetings from our showroom to let our customers feeling again the atmosphere that they had liked", announces the Instagram account of the brand believing that "virtual reality will support responsible fashion practices". Faced with a health crisis like that of the Covid-19 but also the ecological and ethical crisis for which the fashion industry system is strongly questioned, this tool could therefore prove to be a relevant technological advance for creators in the future. The Dutch designer Iris van Herpen, for instance, is considering the possibility of using it in her next shows (more info in this Boudoir Numérique article).
Check out Cool TM's video below.
* Kolor, July 12, 2020
The Japanese brand Kolor has set its sights on bullet time, a visual effect consisting in freezing the action of a character, thanks to a bunch of cameras placed around it, thus allowing the viewer to observe the scene, from all angles. The effect was popularized by the sci-fi film Matrix by the Wachowski sisters in 1999.
Check out Kolor's video below.
* Sankuanz, July 13, 2020
The Chinese brand Sankuanz leads the viewer into a universe as futuristic as vintage, with a Tron-like aesthetic, the 1982 sci-fi film by Steven Lisberger, which has become cult for its 3D computer-generated imagery.
Check out Sankuanz's video below.
* Celine, July 13, 2020
The french house’s creative director, Hedi Slimane, drew inspiration from teens and clubbing in his collection called The Dancing Kid. No wonder then that light-emitting diodes illuminate the jackets with their colorful lights.
Check out the video of the runway at the Castellet motosport race track, in Var, near Marseille, below.
UPDATE - Lisa, one of the Korean group Blackpink members, wore one of Celine LEDs jacket in their music video Lovesick Girls, released on October 1, 2020.
Check out her outfit in Lovesick Girls music video below.
* The online platform for Paris fashion week Menswear Spring-Summer 2021 is here. The digital presentations that took place from July 9 to 13, 2020 are visible in the calendar section there.
* Continue reading with these following Boudoir Numérique articles :
- Paris FW haute couture AW 20-21 : Fashion tech recap of the digital edition
- Olivier Rousteing's avatar welcomes you to Balmain's virtual showroom
- Noonoouri, digital fashion model for Stephen Jones
- Fashinnovation virtual fashion show powered by AI startup bigthinx
- COVID-19 - Chanel unveils online its 2020-21 Cruise collection
- Hanifa show with 3D clothes, a prelude to fashion weeks without models?