French fashion brand Coperni is taking its latest promotional campaign to new heights, quite literally. After their SS21 fashion show at the top of the Montparnasse Tower in September, Coperni is now using Extended Reality (XR) technology to create a video campaign that plays with the theme of heights. The video shows two models embracing in a cityscape that is suspended between day and night, creating a surreal and captivating visual experience.
What sets Coperni’s use of XR apart is that it combines different technologies such as Augmented Reality (AR), Virtual Reality (VR), and Mixed Reality (MR) to create an immersive experience that blurs the lines between the virtual and physical worlds. This technology can also be live-streamed, enabling interaction between the real and digital environments.
To bring their vision to life, Coperni utilized software like Unreal Engine and TouchDesigner, known for their applications in gaming and visual programming. While industries like aerospace and construction have already embraced XR, luxury fashion could be a major player in this growing market.
One of the highlights of Coperni’s XR campaign is when model Malika Louback descends from the building beam and reveals the behind-the-scenes of the film, showcasing the true power and versatility of XR technology.
This use of technology is not new for Coperni. Since its inception in 2013 by Sébastien Meyer and Arnaud Vaillant, Coperni has positioned itself as an innovative and inclusive brand. In 2019, the brand engaged its Instagram community by presenting their Fall/Winter 2019/2020 collection through a participatory game called “Copernize Your Life.” Additionally, the Spring/Summer 2020 collection was unveiled at the Apple Store on the Champs-Élysées through an interactive display.
Coperni’s latest XR campaign is a testament to the brand’s commitment to pushing boundaries and embracing new technological advancements in the world of fashion. It demonstrates their ability to merge creativity and innovation to create memorable and captivating experiences for their audience.
Useful links:
1. Coperni Official Website
2. Unreal Engine
