Renowned fashion designer Edward Crutchley made a groundbreaking statement at London Fashion Week by showcasing his AW22 menswear and womenswear collections in collaboration with the Augmented Reality platform Zero10. This innovative partnership allowed for the digital replicas of two catwalk looks to be worn on-screen in full 3D immediately after they were presented.
Crutchley expressed his enthusiasm for working with Zero10, emphasizing his belief that fashion will exist in both digital and physical forms, both equally valid as the future of artisan craft. By utilizing Zero10’s advanced technology, including body tracking, segmentation, fabric simulation, and rendering, the collaboration achieved the most accurate digital representation of physical clothing available in the market.
Zero10 stressed that this collaboration serves as a showcase for how the metaverse, the digital universe where virtual and physical worlds interact, offers designers a cost-effective and sustainable environment to realize their creative vision. However, it is essential to recognize that craftsmanship remains paramount. Each item in the collaboration requires more than 40 hours of labor, highlighting the attention to detail, finish, and execution that sets them apart from mass-produced digital garments.
Head of Design at Zero10, Anton Grigoriev, addressed the misconception that digital creations lack artistic value. He explained that creating digital items demands immense creativity and skill, much like traditional art forms. With careful handling and an artistic touch, digital items can evoke emotions and possess unique qualities.
The collaboration between Edward Crutchley and Zero10 represents an exciting development at the intersection of fashion and technology. As designers continue to explore new possibilities, augmented reality is emerging as a significant tool for enhancing the fashion experience and pushing the boundaries of creativity.
Useful links:
1. Zero10: Official website of Zero10, the Augmented Reality platform.
2. London Fashion Week: Official website of London Fashion Week, where Edward Crutchley’s collections were showcased.
